TheDonationMap is a PR idea because we managed to generate buzz about our initiative worldwide. The map’s success is directly tied to the number of connected players, so it was crucial to devise a comprehensive influence and PR plan to attract as many players as possible.

We identified and managed to bring with us great streamers in more than 20 countries and major media too.

By combining the influence of streamers to reach the gaming audience and leveraging the impact of mainstream media to introduce the initiative to the general public, we successfully captured global interest and got people playing!

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, United 24 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.

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 direct marketing campaign that resonated with the global gaming community, specifically within Fortnite, to raise funds for the Prybuzka ambulatory clinic. This initiative aimed to transform gamers' virtual engagements into real-world impact.

The campaign'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 PR strategy aimed to maximize the Donation Map campaign’s reach and impact. We partnered with media and public allies, promoting the campaign across channels for wide exposure. The strategy utilized creative storytelling and digital innovation to engage audiences, emphasizing cultural resonance to align with societal values, enhancing campaign relevance and effectiveness. Our multifaceted approach expanded the audience and deepened engagement, driving substantial support. We also aimed to familiarize as many people as possible with the project to increase map visits. We diversified touchpoints to reach various public segments and ensured widespread public awareness. Our targets included Fortnite enthusiasts, gamers, cause supporters, news followers, and tech innovation enthusiasts. We created a shared, multilingual asset database accessible to all stakeholders.

We also partnered with streamers from almost 20 countries to make them play to the map and spread the word among their community

The PR execution for The Donation Map campaign was a holistic approach that seamlessly integrated a detailed timeline, significant global scale, and diverse media channels. We initiated with a strong media push at launch, ensuring sustained visibility through various platforms. It was key to make people come on the map and give a strong exposure.

Press relations were actively managed by distributing press releases, coordinating interviews, and handling media inquiries. Influencer partnerships and digital campaigns were leveraged to amplify our reach. A shared database of multilingual assets ensured consistent messaging across all fronts. In a concerted effort to be omnipresent, we encouraged our contacts to advocate on their personal networks and activate their media presence through social networks, articles, TV, and radio appearances. This strategic execution was designed to galvanize virtual support into actionable, real-world contributions.

We also made streamers play to the map live on their Twitch

The Donation Map campaign has had a remarkable global impact, garnering over 1 billion media impressions, engaging with diverse audiences and media categories worldwide, including mainstream, communication, gaming, high-tech, and business, and resonating particularly well with Gen Z audiences.

The campaign's innovative approach has been showcased through articles, publications, televised interviews, and radio appearances, ensuring a comprehensive media presence. This extensive reach and diverse media engagement have significantly boosted the brand's equity and reputation on a global scale. This extensive media strategy allowed The Donation Map to attract over 100k players from 51 countries, earning it a top spot in Fortnite's "hidden gems" and maintaining high search rankings post-launch. The map has become a community hub, promoting unity and educating players about Independence Square's history. Player engagement has notably enhanced the brand's equity and reputation, promising ongoing support for the clinic's reconstruction in Mikolaiv.