MullenLowe creates video game with a percentage of wins shared going to NGOs

MullenLowe Group has created an internet browser-based video game called ‘Coral Greef’ featuring the octopus in the agency’s logo as a key gameplay element.R

Developed by the UK office of the agency for ‘World Octopus Day’, the game is free to play worldwide and for every high score shared on social media, MullenLowe Group will donate $5 to NGO Plastic Oceans International.

The game which can be played at a bespoke website involves helping an octopus and a crab remove as much plastic debris as possible from the ocean floor. While the donations from the agency were initially capped at $5,000, MullenLowe said that it had doubled the amount to USD$10,000 following a positive response to the initiative.

MullenLowe Group’s global marcomms project manager Tom Belcher said: “We always celebrate World Octopus Day and this year we decided to do something a little different. We created the retro-style arcade game to celebrate our love of the octopus whilst also tackling an important issue. 

“It seemed like the perfect way players could put their challenger mentality to the test while saving the oceans and the wildlife within them.”  


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