#TheDonationMap

Danylo BRAGA - Account Manager - Havas Digital Kyiv Alice SHEIN - Head of influence & PR - Havas Digital Kyiv Denys LOHVYNENKO - Managing Partner - Havas Digital Kyiv Oleksiy MOROZOV - Creative director - Havas Digital Kyiv Alyona GARASCHUK - Account Director - Havas Digital Kyiv Pierre ACUÑA - Head of gaming & esport - Havas Play France Thibaut ARTHAUD - Head of new business - Havas Play France Quentin CLAUSSE - Artistic director - Havas Play France Zoé DOMINGUEZ - Project manager - Havas Play France Raphaël DUPRAZ - Account Manager Data & Insight - Havas Play France Thibaud GOUNOD - Project manager gaming & esport - Havas Play France Stéphane GUERRY - President & CEO - Havas Play France Madani HAFDANE - Project manager - Havas Play France Léonie HUWETTE - Project manager - Havas Play France Nicolas LEBAS - Junior artistic director - Havas Play France Yéléna LEHMANN - Project leader - Havas Play France Audelia LELOUP - Head of influence & PR - Havas Play France Jeremy METAIS - Influence & PR officer - Havas Play France Nil NIVIERE SCHOUVALOFF - Copywriter - Havas Play France Adrien PEREIRA - Head of brand content strategies - Havas Play France Fabrice PLAZOLLES - Chief Creative Officer - Havas Play France Elise PRUVOST - Artistic director - Havas Play France Pierre RIBOULET - Copywriter - Havas Play France Celine TRAN - Influence & PR consultant - Havas Play France Théo TROMEUR - Artistic director - Havas Play France Coraline VACHER - Artistic director - Havas Play France Charlie FARRANT - Managing Director - Havas Play Global

TheDonationMap is a groundbreaking initiative in direct marketing for gaming. The idea of TheDonationMap is to redirect Fortnite's monetization feature to support UNITED24 generating donations through the time gamers spend on a dedicated Fortnite Map.  It’s a groundbreaking fusion of gaming and philanthropy, transforming the virtual world of Fortnite into a direct marketing platform for social good. By recreating Kyiv's Independence Square within the game, it offered gamers a unique opportunity to contribute to the real-world cause of rebuilding the Prybuzka ambulatory clinic in Ukraine. It’s a win win activation. By spending time on the map, gamers earn XP to develop their avatar and Fortnite pays the map’s creator : United24.  The campaign reached a broad audience beyond gamers through effective multi-channel communication, making the map a focal point for solidarity.  Data gathering was pivotal, utilizing Fortnite’s analytics to understand gamer behavior and preferences.  We decided to engage Fortnite’s global gamer community through dual reward: XP for gamers, donations for UNITED24, creating a compelling reason to participate. This strategic alignment of gamers' goals with philanthropic outcomes fostered a symbiotic relationship, ensuring that time spent on the map was doubly beneficial. It was a win-win at the core of our strategy to turn virtual support into real-world aid.  The execution of TheDonationMap was a strategic blend of innovation and global outreach. The timeline was carefully planned, with a PR burst at launch and sustained visibility thereafter. Placement was global, utilizing DOOH in strategic locations worldwide, media coverage across general, tech, gaming, and daily news, influencer partnerships, and In-Stream campaigns. The scale was expansive, reaching a broad audience and directing them to the map or UNITED24 fundraising platform. This execution strategy ensured a wide-reaching impact, setting a new precedent for global direct marketing campaigns. In less than a month, TheDonationMap attracted over 10k players, with 7k unique players. It secured the top #1 spot in Fortnite’s “hidden gems” for 24 hours and remained in the TOP #15 most searched maps for 5 consecutive hours, peaking in the TOP #10 for an hour. The map organically became a community hub for camaraderie, support, and expression, with players sharing moments of unity and dance. This development confirms the map’s appeal and users’ motivation to visit and stay. The return rate was favorable, and through exploration mode, TheDonationMap educated players on the history of Independence Square, emphasizing the importance of prolonged engagement. Far from having an expiration date, TheDonationMap is set to remain active indefinitely, contributing month by month to the reconstruction of the outpatient clinic in Mikolaiv, making it a habitual destination for all generations and ensuring ongoing engagement and support.