Foursquare sampling idea - Bow Wow

Here's a fun use of Foursquare that was used by a petfood manufacturer in Germany. The billboard becomes the destination where dog owners can "check in" and receive a free sample. What I like about this idea is that it's highly targeted - reaching early adopters/experimenters- creating brand buzz and trial for a new dog food. What makes this dogfood unique is a key ingredient - 5% of the mixture is pomegranate.

The only drawback - the sanitation issue. I would have preferred packaged samples.
(just saying....) bow wow