It seems that location based services are increasingly in the news nowadays as the service starts to become mainstream - as it was one of the 11 predictions we wrote about at the end of last year it was good to see 3 great examples of brand using these services to promote themselves - interestingly only 1 in the UK.

- The first was from Argentina for the Nike+ The human Race 10k which was experienced live as told by the runners themselves in action. For the very first time, the comments of 5 celebrity runners were broadcast live using a combination of voice data, Twitter and Google Maps to share on the web what was going on in their heads during the race without interfering with their performance. Using an iPhone strapped to their arms and an earphone, simply by pressing a button, the runners were able to share their experiences with the world in real time. The voice message was turned into a text message that was automatically published at thehumanrace.com.ar/​envivo/​ in their Twitter accounts, and banners on sports vertical portals and news sites.

- Next was a very simple but effective activity from Gap in the US who followed up their Foursquare campaign in the Summer, helping Facebook Places claim their place as a viable Foursquare contender, by giving away 10,000 pairs of free jeans. the activity simply asked people to show up at your local Gap store on November 5th, check in using Facebook Places. Show the cashier your check-in acknowledgment and get a coupon for free jeans as long as you’re one of the first 10,000 customers.

- Lastly a new outdoor campaign to promote Cheryl Cole’s new album and concert tour included a call-to-action encouraging fans to use Facebook Places to check-in at the billboard for a chance to win two free tickets plus travel and hotel to one of her X-Factor shows. Once you check in you get taken to her Facebook page and can enter into the comp.

It will be interesting to see what other brands start coming up with......watch this space !