Over 7 million gamers play Call of Duty online every day and Amnesty International is tapping into this base with seamless in-game advertising to gain supporters. Players can buy an additional game map called Amnesty Rescue MOD for $1. This $1 is donated to Amnesty and players then can rescue people suffering from human rights violations.
Implications: Amnesty International created a value exchange with the gamers to boost donations while also effectively communicating their message through the gamers’ involvement with the real world issue. You can raise brand awareness among an atypical audience when providing the correct incentives for engagement.
Cultural Macrotrend: Legacy