Campaign: Heart Cart
Nonprofit Partner: Integral Heart Education Program
Launch Date: February, 2012[/box]
Digital entertainment company ToonUps is running a February cause marketing gaming campaign via its 'A Better World' Facebook game. If players send 50,000 virtual hearts from within the game, ToonUps will fund the installation of solar powered generators to light two Guatemalan schools in villages without electricity via nonprofit Integral Heart.
'A Better World' is a Facebook game designed to create a community of kindness and rewards people for doing good deeds, both within the game and in real life. This campaign is a natural extension of 'A Better World' and resonates extremely well with its players. By creating a real world, offline impact based on a player's virtual actions, this particular campaign both strengthens game loyalty and encourages its core players to drive additional traffic to the game by sharing with friends. The company plans to continue this type of monthly cause marketing effort as an ongoing highlight of the game.