Best Location-Based Marketing

Archived from the 5th Annual Shorty Industry Awards

Winners

Save The Music Foursquare Partnership

Founded in 1997, the VH1 Save The Music Foundation is a non-profit organization dedicated to restoring music education in public schools. In an ongoing effort to raise the public’s awareness about the importance of music as part of each child’s complete education, the VH1 Save The Music Foundation teamed up with popular location-based social networking site, Foursquare, to hit the VH1 demographic where they thrive: the music-related venues and businesses where they hang out with their friends. Enticing fans to check in and earn the badge, VH1 decided to do something extra special. For the first 35,000 users that unlock the badge, VH1 donated $1 per badge to the VH1 Save The Music Foundation. The VH1 Save The Music Foundation typically donates $37,000 per selected school. That means that this Foursquare promotion will essentially provide one school with a full slate of instruments for its students. The promotion is especially unique because Foursquare and VH1 have a longstanding relationship with one another. VH1 was one of the first brands to align with the service and it remains one of the most followed brands on Foursquare. VH1 and Foursquare see an alignment in their audiences, both in terms of age range and willingness to embrace social good. How the badge was unlocked: Follow VH1 on foursquare. Check in wherever VH1 has left tips. (A link was available to a list of all of the venues where left tips had been left.) You also got the unlock by checking in at VH1 Save The Music events. Some of the top concerts included Beach Boys, Bruce Springsteen, Coldplay, Dave Matthews Band, Drake, Elton John, Eric Church, Houston Rodeo, Jason Aldean, Jimmy Buffet, Kenny Chesney, Lady Antebellum, Madonna, Mana, Nickleback, Radiohead, Red Hot Chilli Peppers, Roger Waters, The Black Keys and Van Halen. Unlock Message: “Hey there, music lover – now you’re a music giver, too! $1 has been donated on your behalf to support music education with VH1 Save The Music. Learn more or make a donation at www.vh1savethemusic.com” Results: Three months after teaming up with location-based service Foursquare to raise money for the Save The Music Foundation, VH1 met its funding goal of $35,000 for the campaign—enough to save one school’s entire music department! Since its inception, the VH1 Save The Music Foundation has provided $48 million in new musical instruments to 1,800 public schools in more than 100 cities around the country, impacting the lives of over 1.8 million children. The Foundation hosts a series of special fundraising events each year, along with executive various cause marketing campaigns to mobilize people around the importance of music education.

Finalists

America's Navy: Army-Navy Game

America’s Navy has continually positioned themselves as a Global Force For Good. In 2012, we took the opportunity to connect Sailors and their families to the Army-Navy Game, by geo-targeting fans at the game and posting live updates on our social platforms. With our 70,000+ members on NavyForMoms.com, we were able to recruit volunteers to join us at the event to help us with on-site and off-site conversations. We aimed to increase traffic to our Navy booths and engagement on Facebook and Twitter.Geo-targeted posting and monitoring helped the social team connect with fans checking in at the game on Foursquare, posting on Twitter and taking pictures on Instagram. Fans posting in the area were welcomed to the game, informed about the various Navy booths and directed to America’s Navy social properties. This was received extremely well as fans responded saying they will come to the booths and also agreed to have the pictures posted on America’s Navy social sites. To excite fans before, during and after the Army-Navy game, America’s Navy focused on posting unique and exclusive game content. During the game week, posts on the US Navy Athletes, Events, and Life Facebook pages and @AmericasNavy Twitter account generated a significant amount of earned media exposure on behalf of the Navy brand. The US Navy Events Facebook Page alone increased 365% in reach and the US Navy Life Facebook page reached 113,738 users and 10,724 fan stories were created. All social efforts combined garnered an increase of 114% in page engagement. Objectives of driving traffic to America’s Navy booths and boosting fan engagement around the Army-Navy game were met as there were an estimated 10,000 visitors to the booth and over 13,000 social interactions with our content during game week. www.facebook.com/USNavyEvents www.facebook.com/USNavyLife www.twitter.com/americasnavy www.navyformoms.com

Current Entries

Save The Music Foursquare Partnership

Founded in 1997, the VH1 Save The Music Foundation is a non-profit organization dedicated to restoring music education in public schools. In an ongoing effort to raise the public’s awareness about the importance of music as part of each child’s complete education, the VH1 Save The Music Foundation teamed up with popular location-based social networking site, Foursquare, to hit the VH1 demographic where they thrive: the music-related venues and businesses where they hang out with their friends. Enticing fans to check in and earn the badge, VH1 decided to do something extra special. For the first 35,000 users that unlock the badge, VH1 donated $1 per badge to the VH1 Save The Music Foundation. The VH1 Save The Music Foundation typically donates $37,000 per selected school. That means that this Foursquare promotion will essentially provide one school with a full slate of instruments for its students. The promotion is especially unique because Foursquare and VH1 have a longstanding relationship with one another. VH1 was one of the first brands to align with the service and it remains one of the most followed brands on Foursquare. VH1 and Foursquare see an alignment in their audiences, both in terms of age range and willingness to embrace social good. How the badge was unlocked: Follow VH1 on foursquare. Check in wherever VH1 has left tips. (A link was available to a list of all of the venues where left tips had been left.) You also got the unlock by checking in at VH1 Save The Music events. Some of the top concerts included Beach Boys, Bruce Springsteen, Coldplay, Dave Matthews Band, Drake, Elton John, Eric Church, Houston Rodeo, Jason Aldean, Jimmy Buffet, Kenny Chesney, Lady Antebellum, Madonna, Mana, Nickleback, Radiohead, Red Hot Chilli Peppers, Roger Waters, The Black Keys and Van Halen. Unlock Message: “Hey there, music lover – now you’re a music giver, too! $1 has been donated on your behalf to support music education with VH1 Save The Music. Learn more or make a donation at www.vh1savethemusic.com” Results: Three months after teaming up with location-based service Foursquare to raise money for the Save The Music Foundation, VH1 met its funding goal of $35,000 for the campaign—enough to save one school’s entire music department! Since its inception, the VH1 Save The Music Foundation has provided $48 million in new musical instruments to 1,800 public schools in more than 100 cities around the country, impacting the lives of over 1.8 million children. The Foundation hosts a series of special fundraising events each year, along with executive various cause marketing campaigns to mobilize people around the importance of music education.

America's Navy: Army-Navy Game

America’s Navy has continually positioned themselves as a Global Force For Good. In 2012, we took the opportunity to connect Sailors and their families to the Army-Navy Game, by geo-targeting fans at the game and posting live updates on our social platforms. With our 70,000+ members on NavyForMoms.com, we were able to recruit volunteers to join us at the event to help us with on-site and off-site conversations. We aimed to increase traffic to our Navy booths and engagement on Facebook and Twitter.Geo-targeted posting and monitoring helped the social team connect with fans checking in at the game on Foursquare, posting on Twitter and taking pictures on Instagram. Fans posting in the area were welcomed to the game, informed about the various Navy booths and directed to America’s Navy social properties. This was received extremely well as fans responded saying they will come to the booths and also agreed to have the pictures posted on America’s Navy social sites. To excite fans before, during and after the Army-Navy game, America’s Navy focused on posting unique and exclusive game content. During the game week, posts on the US Navy Athletes, Events, and Life Facebook pages and @AmericasNavy Twitter account generated a significant amount of earned media exposure on behalf of the Navy brand. The US Navy Events Facebook Page alone increased 365% in reach and the US Navy Life Facebook page reached 113,738 users and 10,724 fan stories were created. All social efforts combined garnered an increase of 114% in page engagement. Objectives of driving traffic to America’s Navy booths and boosting fan engagement around the Army-Navy game were met as there were an estimated 10,000 visitors to the booth and over 13,000 social interactions with our content during game week. www.facebook.com/USNavyEvents www.facebook.com/USNavyLife www.twitter.com/americasnavy www.navyformoms.com