Now brands are slowly figuring out how to tap that idea for their own purposes. Last December Pepsi enlisted Foursquare in its Refresh Everything community-giving campaign, donating 4¢ to an inner-city youth center for every point users earned in New York. In a week, New Yorkers earned 225,000 points and nearly $10,000 for the center.
Now the Foursquare team is ready to reinvent. In the next month, Mr. Crowley said, expect to see completely new game-play mechanics and completely new functionality. And then the cycle can begin again.
See the rest of the 2010 Creativity 50 here.