Foursquare and MTV Partner for GYT Campaign; Could This Be the Start of a Location-for-a-Cause Trend?
Foursquare and MTV have joined forces to create the first cause-related badge on the location-based social network, presenting anyone who gets tested for sexually transmitted diseases with their very own GYT ("Get Yourself Tested") badge.
While at first glance this might seem like an embarrassing check-in to make, that may be the most brilliant part of the campaign.
The badge acts as a real badge of honor, rewarding users who take the time to get tested and spread the word to their friends. And it's a campaign that's virtually assured to go viral, as not only will users want to get the badge, but with a little luck, friends of those who participate in the campaign will take the initiative to get tested for their own well-being, too.
The badge is the first of its kind, marking a specific cause for users who participate. But it's certainly not the first time this has been envisioned. As far back as March and April I recall conversations debating the merits of geolocation for causes and activism, and it appears MTV and their GYT campaign may have found a fantastic first application.
The question is, could this be the start of a new trend? Will nonprofits and cause-based campaigns be the next group to get hooked on Foursquare? The app certainly has myriad uses and potential applications for a variety of cause-related campaigns, and I'm confident this won't be the last cause-related badge we see.