Donation Squad
View the case- Brand
- Pony Malta
- Year
- 2022
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- In-Game
- Agency
- Digitas
- Added
- October 2026
- 1
A promotional announcement invites viewers to join a two-day streaming marathon in which Pony Malta and Free Fire run a donation drive for education, following four featured streamers.
- 2
Viewers do not just watch: they join the streamer's live Battle Royale matches and play alongside them in real time.
- 3
Within each match, the core objective is to collect in-game gold and coins while playing.
- 4
Players seek out a set of ruined buildings on the map that resemble a real school, chosen in advance as the designated donation points.
- 5
Instead of spending collected coins on weapons, healing items, or teammate revives, players carry them to one of these buildings and drop them inside as an act of donation.
- 6
The streamers act as collectors, retrieving the dropped coins from inside the same buildings and showing the growing total on air.
- 7
After each match, the accumulated gold is converted into real money, with the running total updating match by match across the full marathon.
- 8
The campaign closes with an offline outcome: the funds raised go toward repairing classrooms, labs, and workshops at a real school serving thousands of students.
Objective
Pony Malta wanted to reach Colombia's teen and school-age gaming audience through something more credible than another ad — a real presence inside the Free Fire matches that audience was already playing. Tying that presence to school infrastructure funding also let the brand make its case that gaming could be constructive, at a moment when public education budgets and school access in Colombia were under strain.
Solution
Tune into one of four streamers' Free Fire broadcasts and drop into their live Battle Royale match. Instead of spending in-game gold on guns, health kits or teammate revives, players carry it across the map to five specific ruined buildings the streamers had picked out as stand-ins for a real, crumbling school in Bogotá. Drop the gold inside, and the streamer sweeps through that same building on camera to collect it in real time, tallying the haul as the match continues. The marathon runs across 36 straight hours split between the four streamers, so players keep joining fresh matches and repeating the drop as the total climbs. There's no separate app or checkout — logging off just ends that player's session, and the pooled gold gets converted to real money afterward.
Results
- 2.5K
- players in donation runs
- 6M
- social media impressions
- 430K+
- in-game coins deposited
- $430K
- raised for school infrastructure
The campaign ran 36 combined hours of livestream across four streamers and drew 2,500 players into the in-game donation runs. Players deposited more than 430,000 in-game coins, which Pony Malta — later joined by Free Fire itself — converted into roughly $430,000 for school infrastructure, funding repairs at 8 schools; at the Bogotá school central to the campaign, the rebuild reached 3,000 students and 120 teachers. Campaign content generated 6 million impressions across social media.
