A big congratulations to Walgreens - the "Check-ins that Make a Difference" campaign won four awards at the Shorty Industry Awards last night, including Best In Show! The other three wins were for Best Viral Campaign, Best Location-Based Marketing, and Best Use of Foursquare in a Campaign.
What was "Check-ins that Make a Difference" all about? Through social media, Walgreens empowered their customers to donate over $6 million in flu shots to those in need. For every store check-in via Foursquare or Places, a flu shot was donated to a charitable organization. Participants could then go to the campaign's Facebook tab and vote for which cause they wanted to receive the most flu shots. The response was overwhelming: quadrupling page likes, owning nearly 75% of the competition's conversation, and spiking sales. But most importantly, people were able to change lives within their everyday routine.