Donation Squad

Objective

Pony Malta, Colombia's leading gaming malt beverage, partnered with Digitas and Publicis Play to support underfunded schools in the country. The campaign aimed to combine brand activation with social impact by engaging Free Fire gamers and their communities in a charitable initiative.

Solution

The team hacked Free Fire's Battle Royale mode without modifying the game code to create a donation mechanic. Four prominent streamers challenged their live audiences to collect and throw in-game digital coins into buildings resembling real Colombian schools. Digital coins collected during live streams were converted into real money to fund school renovations and resources.

Results

Not published.