We created the first global example of a geo location social media platform utilising badge incentivisation for positive behaviour change. Working with sector leader Foursquare to develop a badge concept and mechanics for blood donors visiting local American Red Cross blood drives across North America.
CSR | NGO | CHARITY | BEHAVIOUR CHANGE | SOCIAL MEDIA
With over 45 million users worldwide, Foursquare has quickly become the business leader in the field of geo-location social media. Following their launch in 2009, we isolated the potential of leveraging the check in and badge mechanics of Foursquare and other similar platforms, to incentivise actions linked to geographic locations with positive social impact.
Working alongside the Foursquare team in 2010, we created the idea of providing blood donors with a digital reward directly linked to the time and geographic location of them giving blood.
The badge was subsequently launched in partnership with the American Red Cross, enabling donors to check in whilst attending blood drives anywhere in North America to activate and receive their 'American Red Cross badge'.
Strategically, existing American Red Cross blood donors were introduced to Foursquare and given another means of being thanked for their generosity, and the Foursquare userbase were introduced to the idea of blood donation and encouraged to donate through the gamification of badge collection.
CONCEPT CREATION | CONCEPT DEVELOPMENT |
SOCIAL MEDIA MECHANICS | GAMIFICATION |