How did Wallgreens stay top of mind during flu season? By giving the attention to others.

Through social media, Walgreens empowered their customers to donate over $6 million in flu shots to those in need. For every store check-in via Foursquare or Places, a flu shot was donated to a charitable organization. Participants could then go to the campaign's Facebook tab and vote for which cause they wanted to receive the most flu shots. The response was overwhelming: quadrupling page likes, owning nearly 75% of the competition's conversation, and spiking sales. But most importantly, people were able to change lives within their everyday routine.