Yet another outlet for local merchants interested in reaching customers via the daily deal model has emerged: Gannett is launching DealChicken in more than 50 markets across the U.S. by the end of 2011. Currently it is available in Cincinnati, OH; Detroit, MI; Indianapolis, IN; Knoxville, TN; Nashville, TN; Phoenix, AZ; Reno, NV; Rochester, NY; St. Louis, MO; Washington, DC.

Gannett's strategy is to push the daily deal in the local media it owns, both online and traditional. For example, in the pilot project in Phoenix, it ran offers through azcentral.com, Channel 12 and the Arizona Republic.

New Models

Gannett's particular approach to this model is to take advantage of its media presence. There are many, many other models as well, and which will survive is still unclear.

One of the most aggressive, from the merchant’s or advertiser’s point of view is Loopt u-Deals, a feature that Loopt launched last month. It encourages customers to request daily deals from their favorite local businesses. For instance, a customer could ask a local restaurant for a $50 coupon for a weekday meal or $10 off a manicure pedicure at a local salon. Loopt must accept the deal and then it asks the consumer to share its request with his or her friends via such social channels as Facebook, Twitter and so on. Once enough people have indicated they will buy the deal, then the company contacted with the deal proposal.

Sold Out

Virgin America was the first brand to partake in Loopt's u-Deals initiative after enough consumers requested a special, ClickZ recently reported, offering $100-for-$35 for flights to or from the San Francisco International Airport. Five-hundred vouchers were offered, ClickZ said, and they sold out in a few hours.