The company is working with SCVNGR to use its mobile location-based game  application. American Eagle Outfitters will donate $5 to Big Brothers Big Sisters of America after each completed challenge and SCVNGR will match every donation for a total of $10 donated for every completed challenge.

“SCVNGR’s strategy is to create a strong partnership with a leading retailer and national charity that promotes gameplay and fun for consumers in Times Square through the holidays,” said Colin Treseler, director and senior brand alchemist at SCVNGR.

“SCVNGR lets American Eagle Outfitters create quick, fun challenges that engage players with the brand on their mobile phones, encourage repeat traffic to the store itself, and promote the brand and brand’s buzz out in the social Web,” he said.

American Eagle Outfitters offers on-trend clothing, accessories and personal care products.

SCVNGR is a free location-based game and gaming platform. People play SCVNGR via iPhone and Android wherever they go to check-in, complete other challenges, earn points and unlock rewards, all with the ability to share their activity with their friends on Facebook and Twitter.

Big Brothers Big Sisters has operated under the belief that inherent in every child is the ability to succeed and thrive in life. Most children served by Big Brothers Big Sisters are in single-parent and low-income families or households where a parent is incarcerated.

Mobile challenges
The American Eagle Outfitters challenges on SCVNGR will be live through New Year’s Day, including New Year’s Eve.

One challenge asks users to snap a photo of the American Eagle billboard where they can earn four points.

Another challenge asks users to tweet their thoughts on what their New Year’s resolution for 2011 is to American Eagle Outfitters.

American Eagle Outfitters is not the only company using SCVNGR’s mobile application.

Other endeavors
Last month, Robert Mondavi Winery rewarded consumers with prizes ranging from VIP vineyard tours to complimentary wine tastings by having them check-in and participate in mobile challenges (see story).

BuyWithMe offered members daily offers via its New York City, Boston and Philadelphia locations (see story).

Additionally, National Geographic offered rewards and encouraged visitors to participate and come to its “Geckos: Tails to Toepads” exhibition (see story).

Currently, American Eagle is promoting the challenges on SCVNGR and donation through their digital billboard in Times Square.

“Staff at the Flagship store in Times Square is also promoting the challenges and donation,” Mr. Treseler said.