Facebook has been host to a number of underground “Cocktail Parties” in Europe for the past several months, but it looks like Fousquare Swarm Parties might just be the next coolest thing. Getting together for the sole purpose of unlocking the Swarm badge on Foursquare might not sound like much of a party, but consider that the Swarm badge requires at least 50 check-ins within a one-hour period, and you’ve got the crowd, if not the party spirit. Want to be part of a Swarm party? Read on for details about what it is, who’s doing it, and why it matters.

Swarm parties are held with the goal of unlocking the Swarm badge at a particular location. They’re great for businesses, who get to show off their social media savvy by encouraging a still-indie Foursquare movement. And they could be a lot of fun for customers, too, who like to be rewarded for their loyalty. If the energy is right, the results of a successful Swarm party could mean a boost in sales the day-of, and increased visibility for the business and an expanded customer base in the long-term.

HubSpot reports that a small restaurant owner in Milwaukee saw a 110% increase in sales on the day of his promoted Swarm party back in March. This owner coupled a Swarm party with a fundraising event to get local businesses some visibility at SXSW, and successfully raised $500 while promoting his own business.

Businesses in the UK are getting in on the Foursquare Swarm party action too. Less than a week ago, Metrodeco became the first business in the UK to unlock the Swarm badge by hosting a party. This tea shop saw its sales during the 1 hour Swarm party double the sales from the entire day, and enjoyed hundreds of mentions on social networks.

Now, compare the benefits of hosting a Swarm party to the results of the Facebook cocktail parties that were popular in France only a few months ago. As we reported, the police had to block the Facebook parties in Paris, as they quickly escalated into wild drinking parties. The numbers turning out to the Facebook parties – well over 10,000 in several cases – might have something to do with the negative press they received, and the fact that drinking was promoted as the main reason for the gathering.

Both of these flash mob type of parties are becoming quite popular, but Foursquare Swarm parties take top marks when it comes to business promotion. They offer rewards to customers, visibility, and increased sales. And who knows – maybe Super Swarm parties, requiring at least 250 check-ins within an hour, will be the next big thing.