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Metro, Foursquare begin contest promotion

Commuter newspaper publisher Metro has begun a contest to promote its new association with social networking website Foursquare. The site allows users to use mobile phones to alert friends to their location in a city. Metro will now provide location-specific editorial content to Foursquare's service. According to the company, this is the first time Foursquare has entered into such an agreement with a news organization. "Metro has always offered readers the right information at the right time and place, and Foursquare lets us take that to the next level," said Jodi Brown, marketing and interactive director at Metro Canada. "We're now highlighting specific articles at the exact time and place that they're most useful, which is a bit of a revolutionary idea." The four-week contest will award five IPhones to Foursquare users who update their location near a Metro distribution point. The contest is being promoted with print ads in the seven Canadian editions of Metro and through the newspaper's Club Metro loyalty program.

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