2018 Innovation

GAME CHAINGER

Short List
ClientUNICEF
Category A02. Applied Innovation
TitleGAME CHAINGER
Product/ServiceUNICEF
Entrant MAKEMEPULSE Paris, FRANCE
Idea Creation BETC Paris, FRANCE
Production MAKEMEPULSE Paris, FRANCE
Credits
Name Company Position
Antoine Ughetto makemepulse Head of Innovation
Grégory Bruneau makemepulse Producer
Julien Rault makemepulse Head of Production
William Mapan makemepulse Lead Developer
Christophe Massolin makemepulse Creative Developer
Fabien Motte makemepulse Creative Developer
Thiébault Delaporte-Richard, makemepulse Art Director
Manon Jouet, makemepulse Junior Art Director
Ann Avril Unicef Client Management
Christine Chevalier Unicef Client Management
Hubert Chaminade Unicef Client Management
Catherine Emprin BETC Paris Agency Management
Quentin Derviso BETC Paris Agency Management
Stéphane Xiberras BETC Paris Executive Creative Director
David Campese BETC Paris Copy Writer
Tiampa Bamrounsavath BETC Paris Copy Writer
Pierre Jungers BETC Paris Art Director
Bao Tu Ngoc BETC Paris Producer & Creative Tech
Boris Le-berre BETC Paris Tech Consultant

Why is this work relevant for Innovation?

This is the first time the Ethereum blockchain and cryptocurrency mining has been used for a fundraising project. The campaign, which cost €12k euro and ran for 2 months, utilised the power of graphics cards and the campaign software to generate crypto funds. In other words: donate without giving any actual money! All proceeds were donated to help Syrian children through the UNICEF children’s programme

Background

UNICEF is having a hard time reaching new audiences, especially younger ones as 72% of donors are 50 years old or older. The brief was a simple question of reaching a broader audience, with a $10K+ funds objective.

Describe the idea

The demand for humanitarian aid funding increases worldwide daily. There are more and more calls for donations. So what if donating without giving money became possible? Introducing Game Chaingers, the first fundraiser that works by mining cryptocurrency. With this platform, we invented a free donation mechanism which generates money just by having a computer’s graphic card running. UNICEF is struggling to find innovative sources of financing and reaching new audiences. So with Game Chaingers, we decided to ask the 711 million PC gamers around the world to mine, when they are not using their computers, for the benefit of the Syrian children Help Program.

What were the key dates in the development process?

Brief - Sept 2017 First individual mining tests - November 2017 First mining test with multiple computers, development of security protocols - December 2017 Website development, development of miner software - December 2017 & January 2018 Live - February 2nd Campaign end - March 31st

Describe the innovation/technology

Game Chaingers is a technological innovation: we aggregate the computing power of every single computer of participants to mine Ethereum, the world’s 2nd largest cryptocurrency, using a simple and optimize ming tool. In a fully transparent process thanks to the blockchain, where every Ethereum transaction can be viewed publicly and in real-time. All the mining activity is also visible in real-time on the campaign website, including how much mining power is in use at any given moment, who is mining and the amount of Ethereum mined. The campaign and technology has been reprogrammed for 2019 and will run until 2020 with Unicef. The codebase will be available in open source for all organisations in 2019.

Describe the expectations/outcome

Very quickly, gamers took over the project on social networks, followed by video games, tech, and mainstream media. Over 300 publications and articles were relayed worldwide in 40 languages. In 2 months : • Media coverage generated over 2,7 billion impressions. • Earned Media 9.8 M USD • We aggregated the computing power more than 12,000 computers worldwide which raised more than 33,000 USD In light of the very promising results, the campaign has been reprogrammed for next year with Unicef But also with other organisations such as WWF, Action against Hunger and Amnesty international.