Earthjustice, an environmental law firm has used Foursquare, a social networking site which lets users inform their network of followers about their location by ‘checking in’, in a very innovative manner to help spread awareness about an endangered animal. The ads ask people to ‘check in’ the Earthjustice ad at Foursquare, every time they do that an Earthjustice donor would donate $10 for the protection of the animal. These ads have helped Earthjustice raise $50,000, and also created considerable interest among commercial marketers.

Source: NY Times