Skip to main content

Using Cause Marketing Gamification to Reforest Madagascar

Zynga has been using cause marketing for more than two years now and other game developers are taking note. Mobile game developer XEOPlay offers Tilt World that helps to reforest Madagascar, the world’s fourth largest island and a hotspot for biodiversity, owing to its relative isolation. Lemurs, a member of the primate family, are the nation-state’s most recognized denizens.

Just as Lemurs are a branch of the primate family Tilt World is related to Mario Brothers and Pac-Man/Ms. Pac-Man. The goal is for Flip, a tadpole, to eat carbon molecules, plant mushrooms, recycle bottle caps and capture fireflies as an alternative energy source.  

There’s 15 levels and points earned in the game translate to tree seeds purchased for and on behalf of the tree-planting charity WeForest. XEOPlay’s goal is to plant 1 million trees in Madagascar, which suffers from the effects of deforestation.

My description makes it all sound a little bit earnest, but Tilt World looks fun. I haven’t had the chance to play it yet, but the graphics look good and Tilt World makes good use of the accelerometers in your iPhone.

Zynga’s growth is said to be slowing due to the rise of mobile gaming, so I’m glad to see a mobile gaming company take up the cause marketing banner.

Tilt World is $0.99 on iTunes.

Comments

Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

Five Steps To Nurture a 30-Year Cause Marketing Relationship

Last Monday, July 22, 2013, March of Dimes released the annual results of its campaign with Kmart... now in its thirtieth year... and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor?

In the most recent year, Kmart,the discount retailer, donated $7.4 million to the March of Dimes, bringing the 30-year total to nearly $114 million. March of Dimes works to improve the health of mothers and babies.

Too many cause marketing relationships, in my estimation, resemble speed-dating more than long-term marriage. There can be good reasons for short-term cause marketing relationships. But most causes and sponsors benefit more from long-term marriages than short-term hookups, the main benefit being continuity. Cause marketing trades on the trust that people, usually consumers, put in the cause and the sponsor. The longer the relationship lasts the more trust is evidenced.

There's also a sponsor finding cost that…

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…