TURTLE DIVISION
Can gaming make the world a better place? Together with Supercell's Boom Beach, we embarked on a journey to launch the "Turtle Division" Give Back campaign. Our challenge was to leverage immersive gameplay in order to ignite players' passion for protecting sea turtles in the real world.
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Harnessing the power of Boom Beach’s immense social platform, we strategically unleashed the Turtle Division campaign across YouTube, Instagram, Twitter, and Facebook. Regular updates, interactions, and progress sharing fostered a genuine sense of camaraderie among players. United in their commitment to save sea turtles, they embarked on a shared mission, attracting attention to the cause in the digital landscape.
To translate in-game victories into real-world change, we joined forces with the Sea Turtle Conservancy (STC). Through the sale of Dr. T & Turtle statues in the game, Supercell made generous donations to support the STC's vital efforts. Together with esteemed content creators 'CosmicDuo', we journeyed to Panama, capturing the STC's tireless work and inspiring the community through captivating videos that championed the STC's cause.
The resounding success of Turtle Division surpassed all expectations. Boom Beach players more than embraced the cause, propelling the sale of over 15,000 in-game Dr. T statues. The community also adopted a real baby turtle and named it "Dr. Turtle" — and players could track their turtle on Tour de Turtles, an annual online migration-tracking event hosted by the Caribbean Conservation Corporation.
The community’s enthusiasm not only contributed significant proceeds to the STC, but also sparked a wave of awareness about the ocean's fragility and the importance of its precious inhabitants. The campaign's concept and impact garnered four nominations, including prestigious wins for the Media's Choice Award and the United Nations Environment Programme Choice at the esteemed Green Game Jam.