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The most popular Foursquare feature is a competitive challenge called The Mayor. The rules read: “If you’ve got more check-ins than anyone else at a particular place, we deem you ‘The Mayor’ of that place. But once someone else comes along who has checked in more times than you, they then steal the ‘Mayor’ title back from you.” As soon as you become mayor, Foursquare sends an announcement to your friends congratulating you. Even better, some bars and restaurants have set up special deals for whoever happens to be mayor at any given time. The Marsh Café in San Francisco, for example, lets the current mayor drink for free. Of course, this is also a smart move on the part of the café—players have extra incentive to bring their friends there nightly to try to achieve or hold on to the mayor status, boosting business throughout the week. It’s also a good example of how traditional brick-and-mortar companies might be able to augment their services by more actively taking part in this popular reality-based game. Currently, hundreds of venues—from the Sacramento Zoo to a Wendy’s fast-food restaurant in the student union at the University of North Carolina Charlotte—offer deals or freebies for Foursquare players. Why do people love the idea of becoming the mayor? Because trying to become mayor of your favorite city spots gives you a chance to keep doing something you already love, but do it more. It gives you an excuse to spend as much time as possible at the places that make you happiest. And when you notice someone else vying for your mayor status, you get an instant friendly rival, motivating you to visit your favorite places more often, the same way a Nike+ challenger pushes you to run faster and longer.
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Jane McGonigal (Reality Is Broken: Why Games Make Us Better and How They Can Change the World)