The 'Repair the Rockaways' Site Uses a Game to Encourage Donations

By: Alexander Lam - Published: • References: repairtherockaways.org & springwise
Ad agency Mother New York and developers at Casserole Labs collaborated to help rebuild after Hurricane Sandy with 'Repair the Rockaways.' The online game works to let users have fun while encouraging them to donate. Repair the Rockaways is built like the popular Farmville game so that donors can rebuild the devastated area virtually while helping physically.

Just like popular free online games, Repair the Rockaways lets users pay for digital currency with real cash. The in-game money can then be used to purchase digital building material. Materials that users buy can then be used to repair and build houses around the virtual town. Though the online world doesn't reflect the real one, Repair the Rockaways adds a degree of realism by releasing videos of real repairs being done as you donate more. Stats for Gamified Donation Platforms Trending: Older & Chilly
Traction: 576 clicks in 63 w
Interest: 0.9 minutes
Concept: Repair The Rockaways
Related: 79 examples / 61 photos
Segment: Neutral, 18-55
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