Dec 29, 2010 at 06:04 PM
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SCVNGR, American Eagle Partner Up for Times Square Promotion

SCVNGR founder, Seth Priebatsch, says in his company bio that the goal for SVNGR is "to build the game layer on top of the world." On Friday night, SCVNGR will settle for being the game layer on top of Times Square.

American Eagle Outfitters has partnered up with location-based gaming company, SCVNGR, for a New Year's Eve promotion in Times Square. Beginning today through New Year’s Day, anyone visiting Times Square and the American Eagle flagship store will be invited to participate in American Eagle challenges on SCVNGR using their smartphones. For every challenge completed, American Eagle Outfitters will donate $5 to Big Brothers Big Sisters of America. Additionally, SCVNGR will match every donation for a total of $10 donated for every completed challenge.

"SCVNGR is all about fun gaming and rewards wherever you go," said Chris Mahl, SVP and chief brand alchemist at SCVNGR. "After such a break-out year, it’s also time to do something rewarding, but of course, to do it ‘SCVNGR-style.’ Having American Eagle Outfitters on board as a fundraising partner is the perfect way to raise money for Big Brothers Big Sisters through location-based mobile gaming at the shopping mecca and crossroads of the world, Times Square."

"American Eagle Outfitters is always looking for compelling ways to engage our customers, as well as give back to the community," said Marcie Eberhart, director of the AEO Foundation. "We are excited to build on our long-time support of Big Brothers Big Sisters with a fun, interactive game like SCVNGR."

"Big Brothers Big Sisters has been working with families to give children greater opportunities to succeed, both in school and in life, for more than a century," said John Avondolio, vice president of marketing and communications of Big Brothers Big Sisters of America. "At the same time, we are always looking for innovative and effective ways to share our message and promote our cause with others. Teaming up with SCVNGR and American Eagle Outfitters gives us a fun, meaningful, and social way to reach more people and gain new support for our mission."

SCVNGR will have company among location-based services at the Times Square New Year's Eve celebration. Mashable reports that the Times Square Alliance, which coordinates the ball drop, is running a billboard at One Times Square for Facebook Places which will encourage check-ins. Meanwhile, TechCrunch says that Foursquare held a similar promotion with American Eagle on the same Times Square billboard back in August.