Elf Island enlists kids in virtual world to help in real world causes
Elf Island is one of more than 200 virtual worlds for kids. But it has a unique marketing twist that may help it stand out. It enlists the kids who play in the world to make a different in the real world by raising awareness about social causes.
Today, the company challenged its "tween" audience to protect endangered sharks in the Galapagos Islands. The Atlanta-based company, Good Egg Studios, is bringing attention to the real world problem of poachers illegally killing sharks to the point of extinction. In the virtual world, kids can undertake a GoodQuest. If the kids do enough of an activity inside the world, Elf Island will work to benefit WildAid, a nonprofit aimed at stopping the killing of sharks in the Galapagos.
Players go underwater as sharks to help search patrol zones for poachers. While navigating an underwater maze under time limits, the Elf Island players collect coins and free captured sharks for extra points. They tag the poacher boats they find with GPS navigation tags. Just as in the real world, park wardens use airplanes and boats to track down illegal fishing boats.
