We’re starting to see several clever uses for location-based marketing outside the traditional models we’ve come to expect, and one recent campaign proves location-based apps like Foursquare can provide utility far beyond promoting loyalty offers for physical venues.
Earthjustice, a nonprofit environmental organization, has combined the use of Foursquare and direct marketing via billboards for a unique fundraising campaign in San Francisco. The idea is to encourage Bay Area commuters to check-in on Foursquare when they see Earthjustice ads placed throughout the region. In return, an Earthjustice donor will donate $10 for every check-in to save the American Pika — an endangered animal in the US similar to rabbits and hares.
The campaign, spearheaded by Minnesota-based digital agency “Human,” is the first of its kind to let people check-in at a physical billboard, a tactic that’s proved successful for the firm and something we’ll likely start seeing a lot more of. Though the campaign is still running, early results show the efforts have produced over 5,700 check-ins on Foursquare and has raised over $50,000 in donations — the nonprofits original goal.
