In one embodiment, a request is received from a first user to create a location-triggered benefit that may be redeemed by a second user at a vendor and associated with a condition. The first user is not the vendor, and the condition may require that the second user go to a particular location. A record of the location-triggered benefit may be created in a database. Information may be received that the second user has satisfied the condition, and in response, the second user may be allowed to redeem the location-triggered benefit at the vendor.