A charity drive by Newcastle-based Palringo has raised over $300,000 dollars for global hunger relief with an incentivised promotion on a simple fishing app. Proceeds from the campaign will be divided equally between Action Against Hunger and Islamic Relief Worldwide.
By seeding the app with special limited time fish for the campaign, and offering paid for boosters to help users catch them and obtain a special achievement, Palringo leveraged its 40 million accounts to collect $310,785 for the two famine relief organisations, with an average of a $50 spend per user who participated. One individual contributed an incredible $14,000. The campaign brings Palringo's total amount raised over the last three years to more than $800,000.
"Gaming has always been a dominant theme within Palringo communities so this year we decided to add a charity twist to our fishing game as we knew that engagement levels within the game were already high and that it would provide users with an easy and fun way to compete while raising money for charity," said Palringo CEO Tim Rea.
"Combining group messaging and gaming, the two biggest substantial categories of mobile engagement, creates a unique community dynamic to our group games and makes it a great tool for amplifying the charitable activities of users to encourage more and more to get involved. We're absolutely delighted with the success of this year's campaign and are looking forward to developing the concept further next year and hopefully hitting the $1 million target."
Islamic Relief Worldwide will use the funds to help support its on going provision of food packages to those affected by the humanitarian crisis in Lebanon, Syria and Yemen whilst Action Against Hunger will be focusing on supporting children at risk of hunger in India, which has the largest number of children suffering from malnutrition in the world.