Play with a Purpose raises $118K.
To kick off the new year, EA Mobile partnered with World Wildlife Fund on the global Play with a Purpose campaign. From January 15 through January 31, EA Mobile participated in the initiative by including in-game promos in eight of their games, each supporting a specific endangered animal or ecosystem. Participating games included Madden NFL Mobile, Heroes of Dragon Age, Plants vs. Zombies 2, Peggle Blast, MONOPOLY Slots, Tetris® Blitz, Bejeweled Blitz, and Theme Park™. Social media channels, PR, network and paid media drove player awareness and in-game marketing highlighting the special charity items drove player participation.
The Play with a Purpose campaign helped raise awareness for endangered species amongst the gaming community and raised $117,919.91 for the cause!
Check out the campaign trailer here!