The power of effective collaborations to drive change cannot be underestimated, particularly in the realm of social good. Two of AGM's recent partnerships for client Square Enix, a global video game publisher, embody this spirit of altruism and charity.

Butterfinger & Extra Life

In conjunction with the much-anticipated release of Square Enix's Final Fantasy VII Rebirth, we joined forces with Butterfinger to create an impactful cross-industry collaboration. By leveraging Butterfinger's ongoing philanthropic commitment to Extra Life, a gaming marathon supporting Children's Miracle Network Hospitals, we facilitated a deeper connection between the global fan base of the game, the brand, and the cause.

Fans who donated $5 or more to Extra Life were rewarded with an unlockable piece of in-game content as a memento of their contribution. The first of two livestreams to support Extra Life through the Butterfinger partnerships raised over $41,000 to help fund life-saving treatments and other healthcare services, along with research and equipment. It was so successful that the partners are planning an encore performance near the launch of the game on February 29, 2024.

Seize the Awkward

While the reach of a campaign is always a priority, it is only one element that contributes to its success. Our authentic alignment between the game's narrative and the campaign's message is key to resonating with the gaming community. Through our collaboration with the Ad Council's mental health awareness initiative, Seize the Awkward, the creative showcased how the game's characters reached out and supported one another in times of struggle. This significantly amplified and authenticated the initiative's message - "talk to your friends".

Validation of our campaign's success came through the overwhelmingly positive responses from the gaming community. The PSA release drew heartfelt feedback such as, "I've never loved FFVII more than I do right now. Thank you for this partnership," attesting to the powerful impact of aligning brands with meaningful causes.

Supporting the cause

Our experience underscores gaming's potential to support social causes. By leveraging its global reach and popularity, we can rally worldwide communities around important causes. Authentic, impactful partnerships unite companies, brands, causes, and gaming communities. Want to learn more about how we help brands unlock the limitless potential of partnerships aimed at promoting the greater good? Get in touch.