• by OMMA Magazine Writers , August 22, 2011

By utilizing current site content, Nickelodeon's shockwave.com and Betty Crocker Fruit Flavored Snacks changed the familiar activity of game play into a new, innovative way to reach moms in a community event by incorporating two things close to their hearts: games and giving back. Shockwave.com and Betty Crocker Fruit Flavored Snacks' Win One, Give One Play to Donate campaign showed strong user engagement and creative, cross-platform, philanthropic execution of a branding initiative. The campaign included Shockwave online, social and CRM promotion to encourage users to play games to win and virtually donate tokens. For every 3 million tokens donated, Betty Crocker Fruit Flavored Snacks donated a laptop to a child in Africa through the One Laptop organization.