From the now deactivated official Russian exclusive VKontakte game Мой маленький пони: Школа Дружбы (Friendship school) promoting Pony Life series

This one is a cutiemark one could choose to wear as ‘status’ on VK social site (as reward for completing HTML5 game answering questions about what friendship is), icon of the cutiemark would be displayed next to user’s name; clicking on cutiemark would show a small window saying you have selected pony’s trait

Game works like this: https://youtu.be/HTm_v6ckhOQ