Why is this work relevant for Branded Content & Entertainment?
The gaming community is growing day by day. And it is also known for being a united community who cares about important issues around the world. Angels Souls transforms an important message about organ donation into an interactive entertainment experience. We brought global attention to our cause, talking to millions of people around the globe using a language they all speak. And in parallel, we demonstrate to them how easy and important it is to give someone a second chance. Encouraging each player to learn a little bit more about the Save One Person initiative and its app.
According to The Guardian, the Playstation 5 launch had 26 times more news coverage than 10 humanitarian causes combined in 2020. In the meantime, the World Health Organization announced that recent organ donations correspond to less than 10% of the global need. Save One Person is a NYC based organization that connects living organ donors to patients waiting for a transplant by an app, and it decided to do something to change this. But in order to make a difference, bringing awareness to the cause and making more people download the app, we had to go where the world attention was: the Playstation 5. More precisely, the game Demon's Souls, a remake of the Dark Souls series, with more than 27 millions units sold. By using the mechanicals of the game in a whole new way, twoo streamers helped to bring awareness to our cause.
Describe the creative idea
The Demon Souls is a game where players invade other player's worlds in order to kill them. The game is known to be the hardest ever made. And everything on it is designed to kill you. Even other players. That is one of the reasons people love to watch Demon's Souls gameplays, so they can see players raging when they get killed. Save One Person, an organization that connects living organ donors to patients by an app, saw in the game an opportunity to spread its message, by playing it in a whole different way. We invited twoo streamers and, instead of starting fights, they unexpectedly gave their opponents a revival item. As the gamers donate life in the virtual world, they spread the word that anyone can donate life in the real world too, by downloading the Save One Person app and registering as a living organ donor.
Describe the strategy
The gaming community is growing day by day. And it is also known for being a united community who cares about important issues around the world. So we decided to jump on the hype of the launch of the Playstation 5 and the remake of Demon's Souls. Our invited streamers started to invade other players' games, but instead of starting fights, they unexpectedly gave them a rare revival item. By giving a simple twist to the way the game is played, we caught the attention of tons of viewers all over the world, spreading the word of how important and easy it is to be an organ donor, making them download the Save One Person's App.
Describe the execution
By giving a simple twist to one of the hardest games ever made, Save One Person was able to prove to players all over the world how important and easy it is to give others a second chance. The work ran on the biggest gaming platform: Twitch. Two streamers played the remake of Demon Souls in their lives. They invaded other players' games, but instead of killing them, they gave a rare revive item to their opponents. While they were playing, people were invited to download Save One Person's app. The action took place for around 12 hours. But after the stream, the video ran on other platforms, being played in 18 different countries. The debate also took place in forums all over the internet.
Describe the outcome
With this simple action, we manage to hold the attention of players and viewers all around the world. The idea impacted more than 2.4 million people around the globe. The video of the live stunt was watched in over 18 different countries. And Save One Person's website got around 520% more visitors and, the most important, it's app got an increase of 270% of downloads.