The McGrath Foundation Plunges Into Gamification

The McGrath Foundation Plunges Into Gamification
SHARE
THIS



The McGrath Foundation today brings gamification to fundraising on a scale not yet seen in Australia with the launch of the McGrath Foundation Digital Cup, an online cricket game and fundraising platform that can be played on smart phones, desktops and tablets.

Celebrating its tenth anniversary in 2015, the McGrath Foundation is using the innovative application of game theory and mechanics to engage the Australian public in supporting the Foundation by putting the ‘fun’ into fundraising.

With more than 93% of Australian households owning at least one device for playing games, eight in 10 parents now playing games and women making up almost half (47%) of the population of gamers the potential for the Foundation is significant.

McGrath Foundation CEO, Petra Buchanan, said, “We know more people need the support of a breast care nurse. In our tenth anniversary year we have set a very ambitious target of increasing the number of McGrath Breast Care Nurses to 110 to support 10,000 families through breast cancer. So we’re increasingly looking for innovative ways to raise funds. Testing new platforms is vital, as is bringing people online and what better way to do that than to create a fun, sharable cricket tournament.”

The McGrath Foundation has partnered with gamification and digital specialists, Pro-Active Games for its first foray into gamification. Pro-Active Games Creative Director, Robert Holden, said, “The key to effective gamification is appealing to users on an emotional, rather than transactional, level; it’s about achievement, recognition, competitiveness and generosity. The McGrath Foundation Digital Cup nails this; it brings a much-loved sport literally to the pockets of Australians, with the ability to take on your mates and win awesome prizes, all while raising funds for a great Australian charity.”

Everyone taking part in the McGrath Foundation Digital Cup is given a chance to bat, bowl and field their way to victory by signing up as either a ‘Coach’ or a ‘Player’.  Coaches are required to stump up a $30 donation to the McGrath Foundation then invite their mates by email or Facebook to create a team of 11 players. The selected teammates simply donate $10 to play.

photo 1 photo 5 photo 4 photo 2

Not only will players have the opportunity to take on their mates, they will also have the opportunity to play against cricket greats, like Glenn McGrath, Darren Lehmann, Michael Bevan and Adam Hollioake amongst others.

The McGrath Foundation Digital Cup is available to play through internet browsers on desktops, tablets or smart phones with HTML5 browser capabilities and up to date operating systems; iOS 7 and Internet Explorer version 10 or above. Consumers can sign up by visiting mfdigitalcup.com.au between 20th January and 13th February for unlimited pre-match practice before the tournament runs from 14th February until 28th February.

All funds raised through the McGrath Foundation Digital Cup will go towards placing McGrath Breast Care Nurses in communities right across Australia.

Latest News

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]