Gowalla Check-Ins to Help Drive Shoe Donations Brands: AT&T and TOM Shoes Campaign: Supporters were invited to design their own virtual pair of Toms Shoes at during the AT&T Sole Styler promotion. Toms Shoes gave a pair of new shoes to a child in need with every footwear purchase. Gowalla Passport Holders were encouraged to check in to various locations, for a chance to win one of the many prizes that were being given away by AT&T

Social Media Marketing Objetives: Spread awareness among existing consumers and mobilize a new generation in the spirit of giving. AT&T wanted to engage fans even more, and took to social media platforms, Gowalla, to do so. Toms is fortunate to engage a large audience ranging in age and demographics, all passionate about helping children around the world. The program relied on word-of-mouth and the viral nature of social media, with no paid media supporting it.

Results More than 1,000 people received one of the many coveted prizes. More than 5,500 people were entered to win the grand prize trip more than 2,000 people checked into AT&T stores More than 950 people who liked posts related to the Gowalla more t more than 522,000 users reached via more than 700 tweets following their check-in 1,400 views of the instructional video Gowallas partnership is one that not only provides a unique promotional and branding opportunity, but allows the Gowalla community to partake in a truly inspiring cause, said a Gowalla spokeswoman.