We created a unique experience for gamers to make a difference in a tangible way on one of the most powerful gaming medium: Fortnite.

By using the Fortnite creator monetization system for a cause, it provided an experience for gamers and made them engage to support the rebuild of an hospital in Ukraine.

The campaign reached a broad audience beyond gamers through effective multi-channel communication, making the map a focal point for solidarity.

We really used the strength of Fortnite as a media where people gather and not only like a simple videogame.

Launched at a critical time, when Ukraine was in strong need for money and public opinion support, the campaign captured the spirit of solidarity with Ukraine, using cultural momentum to drive engagement and contributions. By “hacking” Fortnite, we made the message resonate beyond borders. Thanks to this activation, UNITED24 was at the center of conversations in a lot of countries and redefined direct engagement by blending entertainment with altruism.

TheDonationMap reinvented Fortnite’s use, turning the game into an indirect fundraising platform. At its heart was a meticulous replica of Kyiv’s Independence Square, becoming a virtual symbol of resilience and a channel for direct aid. Unlike traditional methods, donations were generated indirectly: players contributed simply by playing or staying on the map, without spending money.

The creative force allowed the message to resonate beyond borders, illustrating marketing innovation that create a unique experience for gamers by blending entertainment with altruism, with a strong focus on countries all around the world in which the public opinions are particularly supportive of the Ukrainian cause.

TheDonationMap campaign emerged against the backdrop of a pressing need for humanitarian aid in Ukraine. The brief was clear: leverage the digital landscape to facilitate direct support for rebuilding efforts. The objective was to create an innovative experience for gamers that resonated with the global gaming community, specifically within Fortnite, to raise funds for the Prybuzka ambulatory clinic. This activation aimed to transform gamers' virtual engagements into real-world impact.

The activation’s success would be measured by the funds raised and the direct engagement metrics within the gaming platform, reflecting a new era of digital philanthropy.

We decided to use the Fortnite creator monetization system to raise fund for Ukraine. As Fortnite rewards the best maps creators, we decided to create our own map to take advantage of this program. For that, we recreated Kyiv's Independence Square within the game and we spread the word all over the world thanks to streamers, influencers, media and even politicians. We 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 map also became a place for all Ukrainians to gather and express their will of freedom.

Our key strategic approach was to leverage on Fortnite’s XP enthusiasts, particularly those with a propensity for social involvement. The Donation Map allows gamers to earn XP: the longer they stay on the map, the longer they generate XP. In the meantime, the longer they stay on the map, the longer they generate donations for UNITED24 through Fortnite’s monetization feature, making it seamless for gamers to contribute.

We then decided to engage Fortnite’s global gamer community through this 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.

It took months to develop the map and recreate exactly the Maidan in Ukraine. We worked with a Ukrainian team. Some of them were still in Ukraine, others were in exile.

When the map was ready, we launched the activation in a very precise timeline.

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 goal was to reach a broad audience and directing them to the map to make money.

The international media plan, made possible by the generosity of industry actors, allowed for free global resonance. The aim is to make visiting the map a habitual, intergenerational activity, transforming virtual support into tangible aid.

This execution strategy ensured a wide-reaching impact in a very quick way.

In less than a month, TheDonationMap attracted over 100k players from 51 different countries. It secured the top #1 spot in Fortnite’s “hidden gems” for 24 hours and remained in the TOP #10 most searched maps two days after the launch.

The map organically became a community hub for friendship, 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.

In one month we had a reach of 1.3 billion.