Gowalla Locates the Music Industry (and Mickey Mouse)

Here is a great strategy by Gowalla: team-up with bands / labels / promoters to create location-based incentives and games. Basically: fans who attend a gig will be able to check-in and become eligible to rewards such as sweepstakes, tickets for other gigs…

What a great way to turn a crowd into a community and for Gowalla to differentiate their service form Foursquare (ie via content).

EDIT: Gowalla also just announced a deal with Disney.