The latter is working with teen clothing retailer American Eagle on a New Year's program aiming to raise money for Big Brothers Big Sisters. The push goes live today with an American Eagle billboard in Times Square that asks consumers to complete challenges on SCVNGR in order to raise cash for BBBS. Such challenges include "2010 was..." in which respondents are asked to describe their year, "Spot the Eagle," which requires them to snap a picture with the eagle on the Times Square billboard and "What's your resolution," which asks for 2011 resolutions.
For every completed challenge, American Eagle will donate $5 to the organization, a figure that SCVNGR will also match for a total of $10 per challenge.
The effort is the latest for SCVNGR, which most recently ran a mall-based Black Friday challenge with Coca-Cola giving away $100,000 in gift card rewards. SCVNGR claims to have about 500,000 users and is on track to hit 1 million in early 2011.