This should be used with https://github.com/ddollar/heroku-buildpack-multi
It downloads the GeopIP db from Maxmind. If you use this in conjunction with maxminddb gem, you can avoid using services like freegeoip which limits your queries.
You can add it to upcoming builds of an existing application:
$ heroku config:add BUILDPACK_URL=https://github.com/ddollar/heroku-buildpack-multi.git
Then add a .buildpack
Copy the snippet above into CLI.