Location-based services underdog, SCVNGR, is teaming up with American Eagle to use social media for social good this New Year’s. Recently, Times Square has become the newest test for location-based marketing with many new services finding their way to its billboards. Those in New York’s Times Square will find SCVNGR featured on the American Eagle billboard now through the end of the year.
SCVNGR has partnered up with the clothing retailer in hopes to attract users to participate in challenges to support Big Brothers Big Sisters of America. Consumers can now take part in challenges such as “2010 was…”, “Spot the Eagle” and “What’s your resolution”. For each completed challenge, American Eagle has agreed to donate $5 to the organization and SCVNGR will match this donation up to $10 per challenge.
The success that SCVNGR received from their Black Friday promotion with Coca-Cola has suggested this campaign will continue its’ success. After giving away over $100,000 in gift card rewards during its previous promotion, the location-based service proved its ability to gain user interaction.
With the continued growth of location-based services, and the said 500,000 users on SCVNGR, opportunities appear to be endless. While users continue to check-in and complete challenges, SCVNGR becomes a challenge to its competitors as it makes a name for itself in social media.