So what could Schemer be exactly?

  According to IGN, who partnered with Google to help 
  consumers find things related to games and entertainment, 
  Schemer is a platform that helps you discover things you 
  didn't even know you wanted to do.

From the about page:

  Whether it’s exploring a new city, checking out a 
  friend’s movie recommendation, or just finding new 
  activities for your weekends, Schemer lets you discover 
  new things to do, share schemes with friends, and make 
  the most of your day.

Patent: http://tarr.uspto.gov/servlet/tarr?regser=serial&entry=8...

  Downloadable computer application software for mobile 
  phones, namely, software to facilitate group decision 
  making, event planning, and social networking

  Providing a website featuring on-line non-downloadable 
  software to facilitate group decision making, event 
  planning, and social networking.

Edit: That website really wants to log me into my Google account. If you are logged out and try below URL it will send you into a redirect loop, adding parameters to the URL with each attempt: http://www.schemer.com/about?lo=2