On the heels of Foursquare’s event check in addition just two weeks ago, Facebook has quietly added the ability to check in to events that do not include a physical address.

In April of this year, Facebook began to allow users to check in to events that they had replied to as “Maybe” or “Attending” – but only if the event contained a physical address and if the user was physically at the location.  Facebook appears to have added this new functionality recently since their Help Center still reflects the old functionality (an exact date of the change is yet to be determined).

This change has huge marketing potential for brands.  For example, this change will allow marketers to leverage the event and check in functionality for online and campaign-related events.  Apps like GetGlue and IntoNow currently allow users to check in to things like TV shows, books, and music.  What these services lack is the pre-established community of social sharers that could perform the same check in activity via a network they already utilize.  If Facebook eventually allows Check-In Deals for event check in’s, the implications of this change could be even bigger.

A few scenarios to bring this change to light…

• Users who RSVP to Live Chat online events can check in to the chat, further promoting the initiative through broadcast via the News Feed and profile of the user.
• Online sales and promotions can be promoted via a Facebook event.  When users check in to the online sale or promotion, they can receive special messaging via the Wall.  A creative content idea related to this could be to ask users to share what they purchased or want to purchase via the Wall.
• Milestones, sweepstakes, and giveaways can all be celebrated and promoted via a Facebook event.  Users can check in to a “Million Fan Celebration” and share their favorite thing about the brand on the event Wall.  Content from this initiative can be used for future marketing campaigns and advertisements.  For sweepstakes and giveaways, participants could receive an extra entry or special incentive, just for checking in.
• Television series and movie premieres can sometimes be physical events, but not always.  This new feature will allow networks and movie studios to leverage users’ check in’s to season premiere episodes, movie premieres, or even series finale events.

Check in’s create News Feed stories, appear on users’ Walls, and will appear in the new Ticker as it rolls out to more users.  This change appears to be made in the spirit of tying location, physical or virtual, to every action.  As I mentioned in my latest blog post about Facebook Places, this new direction brings context and content to location sharing.  Facebook’s new privacy controls support this update and inevitable upcoming features that will continue to digitize and socialize our everyday lives.

Are you curious and want to see for yourself?  Join in the party and check in to Vitrue’s Check In Party!  Instructions are in the event details.  Check in and check it out!  (Most of us with iPhones have this ability but since this is new, it may not yet be available to all users and devices.  Please leave a comment and let us know your experience!)