W New York is introducing two challenges that coincide with its Summer DJ Series that give users a chance to win a two-night weekend stay at the hotel by checking in on Foursquare when they arrive.

The hotel is also running a promotion for its Symmetry Spins event. W Hotel guests and music-loving locals are invited to participate.

?The strategy behind the challenge is to launch W Hotels of New York presence on Foursquare,? Pippa McArdle, director of marketing at W Hotel, New York. ?[It?s also about] creating a unique and interactive Foursquare challenge that engages not only our guests and local New Yorkers, but hopefully the Foursquare team.

?Our target demographic is Foursquare users, W Hotels guests and New Yorkers who are interested in music, fashion and nightlife,? she said. ?W's guest is after the newest, next, coolest and we think it's those people that are the ones who are the first to explore and engage in the mobile community.?

W Hotels has 37 hotels with new locations announced for Downtown New York, London, Paris, St. Petersburg, Guangzhou, Shanghai, Bali, Vieques Island, Koh Samui, and Verbier, among other international destinations.

Mobile concierge
Users who take part in the challenge can check in at Symmetry Spins with both of the Foursquare founders on any night of the DJ Series.

The first person that checks in will win bottle service at the event and a free two night weekend stay at W New York.

?We used mobile because we believe there are huge incentives to be enjoyed from engaging the online community and appreciate the rapid growth the digital world is experiencing,? Ms. Ardle said. ?Only with mobile marketing and social media do you have the opportunity to talk with your end user, on their time, on topics you know they're interested in.

?It's about not talking to - but talking with these people and starting a conversation,? she said.

Mayor drinks for free
The hotel is also running ?The Mayor Drinks for free? promotion each Tuesday and Thursday through Sept. 30

Users can check-in at Symmetry Spins for the chance to be the Mayor.

Additionally, W Hotels is also promoting the challenges on its Facebook page.

?We are also holding a contest this weekend in honor of the 65th anniversary of the end of WWII and the legendary kiss in Times Square that become such a symbol of joy,? Ms. McArdle said.  ?We are challenging guests and New Yorkers to reenact the kiss in front of all four W Hotels of New York and W Hoboken and upload them to one of the hotel?s Facebook pages.

?The first guest to show this photographic evidence to our W Insider ? the concierge ? at W Times Square wins a free weekend stay at the hotel,? she said.

Final Take
Rimma Kats, editorial assistant at Mobile Marketer, New York