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    Transformational Gaming: Zynga's Social Strategy (C)

    Werhane, Patricia H. ; Mead, Jenny ; Hartman, Laura P. ; Christmas, Danielle

    • Reference: DARDEN-E-0362-E

    • Number of pages: 13

    • Publication Date: May 17, 2012

    • Source: Darden University of Virginia (USA)

    • Type of Document: Case

    • Industry Setting: Media/Communications

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    Description

    Following 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.org’s management had to establish concrete measures for the various projects’ success, including efficient implementation, self-sustainability, and replication. Maintaining a strong feedback loop so that those who contributed to these campaigns could see the results was important. Despite competition, Zynga remained, in 2010, a wildly successful company and its dot-org arm helped Mark Pincus and Laura Hartman realize the new type of social strategy they had discussed over the years.

    Keywords

    Business ethics corporate social responsibility corporate social strategy ethical issues FarmVille Haiti Mark Pincus Poverty Alleviation Social media stakeholder engagement Zynga