Bravo Media has partnered with mobile social network foursquare to extend its relationship with audiences in the areas of food, fashion, beauty, design and pop culture.

The partnership makes Bravo the first television and entertainment company to launch a branded experience on the location-based social network. Consumers can get network-branded badges and special prizes for check-ins at Bravo-themed locations.

?Bravo's digital users are huge fans of technology ? they love to have the latest, buzziest tech, gadgets and apps,? said Lisa Hsia, senior vice president of digital media at Bravo, New York.

?The fit with foursquare is ideal,? she said. ?It's a location-based mobile experience that takes our fans out from in front of their TVs and computers and into the real world, experiencing the kinds of restaurants, shops and places that you see on Bravo.

?It's a game to figure out how to unlock the Bravo Fashionista or the Bravo Top Chef badge and it literally makes each user a part of the Bravo brand.?

Bravo is a program service of NBC Universal Cable Entertainment, a division of NBC Universal, a media and entertainment company that developments, produces, and markets entertainment, news and information to a global audience.

Foursquare connects consumers with their friends and lets them explore the world around them. The social network uses game mechanics such as points, badges and mayorships to reward consumers for discovering new places and revisiting old favorites.

Branded social networking
Bravo's branded experience within foursquare can be accessed at http://www.foursquare.com/bravo. There, consumers can sign up and check in from the foursquare mobile application on Blackberry, iPhone, Palm Pre and Android, or on Bravo's Guides By Bravo iPhone application.

The cable network will create on-air spots that drive users to check-in to foursquare from various locations across the country that have been featured on Bravo programs, as well as venues recommended by Bravo talent.

Bravo will offer a series of branded badges specifically designed around shows such as "The Real Housewives," "The Millionaire Matchmaker," "Top Chef," "Top Chef Masters" and "Shear Genius."

Consumers can compete to be the mayor of Bravo-related locations by unlocking badges for a chance to win prizes provided by the network.

Bravo experts will give consumers tips for exploring their cities, behind-the-scenes insights and recommendations from series experts.

Tech-savvy foodies
?Our biggest challenge is to ensure we are smart in how we execute the partnership so that everyone has the best experience possible as they unlock the Bravo badges and learn more about the personalities and shows our audience loves, as well as work with our sponsor partners to seamlessly integrate into the overall Bravo and foursquare experience,? said Ellen Stone, senior vice president of marketing at Bravo, New York.

The branded experience will also provide the opportunity to integrate key sponsors by creating promotional elements such as partner sweepstakes that will be tied to the unlocking of various Bravo badges.

Bravo already has a very active mobile community that participates in mobile clubs and votes using SMS (see story).

Ms. Hsia said playing foursquare is a natural extension of what Bravo fans are already doing.

?Our fans want to feel and touch Bravo wherever they go out in the world, so the foursquare partnership helps us extend Bravo's reach into their everyday lives, deepening their engagement by gaining the hair aware or the foodie badge of honor,? Ms. Hsia said.

?Bravo's buzz is built, among other things, by word of mouth,? she said. ?People who win badges or become mayors of certain locations often post their feats on Facebook, Twitter and other social networks.

?That helps spread the word of Bravo virally and keeps the buzz growing.?