The engine promises to become Google+’s version of Facebook Events. Users can post activities they’d like to do — say, walk the Chelsea Highline, or read The Great Gatsby — and browse, filter and search the public suggestions of others. They can also invite their friends to participate in different initiatives.
Schemer will also recommend activities based on relevance. Individuals are more likely to see activities their friends are involved in at nearby locations. The engine will also learn what kinds of activities users are more attracted to over time.
Schemer clearly owes a great deal of inspiration to HowAboutWe, a dating site that encourages singles not to pore over each others’ bios and photos, but to suggest great activities they’d like to do together.
Filtering will likely be Schemer’s biggest hurdle. Prioritizing events according to quality and timeliness, and enabling groups to quickly schedule activities on Google Calendar, needs to be prioritized. This is something Facebook Events and Meetup already do very well. If Google can do it better, the tech giant could unseat Facebook’s ownership over those spaces.
Schemer also presents new opportunities for brands to bring fans together. Its creators have already partnered with several well-known brands to organize schemes, including Bravo, Entertainment Weekly, Food Network, IGN, LifeHacker, National Geographic, the U.S. Department of the Interior and Google’s own Zagat.
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