Sundance Inks Deal With Location Check-In Firm

The Sundance Film Festival, held in Park City, Utah in January, has just inked a promotional deal with location based check-in firm Gowalla. According to Gowalla, it will award virtual prizes to people checking into the service during the event. The company also has partnered with Southwest Airlines to award free trips to Sundance to users of the Gowalla service. Gowalla operates a service which awards badges and helps users socialize when "checking in" to physical locations and retail stores. The firm competes with Foursquare.