Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Product Brands and Branding, Relationship Marketing.

Description: The creators of the popular online video game Fortnite have raised more than $36 million US in a single day, after promising to send all the money raised from sales of a new version of the game to support humanitarian efforts in Ukraine.


Date: Mar 23, 2022


Questions for discussion:

  • Why do you think the fundraiser was so successful?
  • What are the benefits that accrue to the companies involved?
  • What are the possible risks?