American Express helps launch mobile game that encourages players to take care of national parks

The National Park Service is celebrating its 100th birthday this year, and as of late has been rolling out a number of ads and marketing stunts to raise awareness of the milestone, including a virtual park tour and campaign created by Grey called ‘Find Your Park.’

The US agency’s latest centennial initiative is a mobile game called ‘Save the Park’ that was created in partnership with American Express and non-profit Games for Change.

The game features four characters as they plant trees, clean up trash and greet visitors. The “gaming” element involves racing across park terrains, finding hidden objects to unlock secret postcards, avoiding obstacles and collecting power ups.

According to Games for Change, “embedded calls-to-action encourage players to explore real-world volunteer opportunities in national parks.”

‘Save the Park’ was created through a $250,000 grant from American Express, and the company will make a $1 donation to the National Park Foundation for every download of the game that occurs this year, up to $50,000.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she oversees creativity coverage in North & South America and runs The Drum’s weekly “US Creative Works” roundup. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal and has interviewed dozens of creatives for The Drum’s “What does it take to be a great creative?” video series.

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