IN a city passionate about the environment and technology, commuters are using their smartphones to check in at a popular social networking service to help keep a critter threatened by climate change from checking out.
“What does it take to help save the endangered pika? About 20 seconds,” read ads from Earthjustice, a nonprofit environmental law firm, that line San Francisco transit stations and feature the cute rabbitlike American pika in its Sierra Nevada mountain redoubt. “Check in now at Foursquare at ‘Earthjustice ad.’ Every time you check in, an Earthjustice donor will donate $10 to protect endangered species.”
Foursquare, a rapidly growing social network, lets people use their mobile phones to announce their location to friends. When they arrive at a restaurant, bar or another site, they “check in” and can broadcast their whereabouts through other social networking sites like Facebook and Twitter.
The Earthjustice campaign appears to be among the first to let people check in at a physical billboard, a tactic that has proved successful for the firm and could be attractive to other advertisers, according to industry analysts and Foursquare executives.
“Tying in location allows the advertiser to see which particular ads are more successful at prompting responses,” said Noah Elkin, a mobile marketing analyst at eMarketer, a New York research firm. “Plus, checking in allows each person to share what they think is important about the ad campaign. If they post their check-ins to Facebook and Twitter, you’ve reached a much broader audience.”
Earthjustice’s foray in location-based fund-raising began after the group was offered free ad space to run public service announcements at several Bay Area Rapid Transit stations.
“Foursquare was becoming very popular, especially here in San Francisco, and the BP oil spill had happened not too long before, so it was this perfect storm,” said Ray Wan, the marketing manager for Earthjustice, which is based in Oakland, Calif. “A lot of the time people are standing around BART checking their phones as they wait for their train, so it was a no-brainer to use Foursquare as way to get them to engage with the ads and support our work.”
Earthjustice persuaded one of its donors in the Bay Area, whom Mr. Wan described as “very progressive” but who wished to remain anonymous, to pledge $50,000 toward the experimental campaign.
Human Ideas, a Minneapolis firm, created the wall-size ad featuring the pika, which many biologists consider the animal most at risk in the continental United States from global warming. Earthjustice represents the Center for Biological Diversity, an environmental group that is fighting to place the pika on state and federal endangered species lists.
The pint-size mammal lives mostly in mountainous areas in the western United States and Canada, and even a small spike in its body temperature is fatal. As temperatures have risen, pika populations have vanished from lower elevations, while other populations have remained stable. In February, federal officials declined to give endangered species status to the pika.
The ad for the pika is just one of three that Human Ideas has created for Earthjustice. Another ad, squeezed between billboards for banks and insurance companies, shows an offshore oil rig and declares, “Use your cellphone to drill the oil industry.” A third ad pictures Lake Tahoe, admonishing commuters, “Don’t just stand there. Stand there and help keep Tahoe’s water clean.”