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Transformational Gaming: Zynga's Social Strategy (C)
Werhane, Patricia H.; Mead, Jenny; Hartman, Laura P.; Christmas, DanielleCase DARDEN-E-0362-EBusiness Ethics and Corporate Social ResponsibilityFollowing the May 2010 Sweet Seeds campaign, Zynga announced that it would expand its FATEM partnership to build a school for children in Haiti who had been affected by the devastating earthquake in January of that year. In one week, more than 45,000 FarmVille users raised $110,000 through the purchase of virtual social goods. Sweet Seeds would be the first of several campaigns Zynga launched to raise funds for the school. In the meantime, Zynga....Starting at €5.74