Prior to the VMAs, MTV held a Foursquare contest to give viewers 2 tickets to the big show. To enter, people had to ‘follow’ MTV on Foursquare and then drop into any music venue or record store before August 19 to earn the limited 2011 VMA Moonman badge, which automatically entered them to win a trip and tickets for two to the show. The sweeps ended August 22, but the badge was available until the day of the broadcast. This campaign sparked 40,000 badge unlocks and saw millions of impressions via users sharing the badge. MTV anticipated this and capitalized by including tune-in info for the awards show within their badge copy, thus channeling the huge incentive for earning the badge (and sweepstakes) into valuable tune-in awareness impressions. Prior to the VMAs, MTV held a Foursquare contest to give viewers 2 tickets to the big show. To enter, people had to ‘follow’ MTV on Foursquare and then drop into any music venue or record store before August 19 to earn the limited 2011 VMA Moonman badge, which automatically entered them to win a trip and tickets for two to the show. The sweeps ended August 22, but the badge was available until the day of the broadcast. This campaign sparked 40,000 badge unlocks and saw millions of impressions via users sharing the badge. MTV anticipated this and capitalized by including tune-in info for the awards show within their badge copy, thus channeling the huge incentive for earning the badge (and sweepstakes) into valuable tune-in awareness impressions.
http://www.mtv.com/news/articles/1669024/vma-foursquare-moonman-badge-2011.jhtml
