Mass Effect Fan Group Buys Times Square Ad, Crowdfunds Billboards Aimed at EA
A fan group backing the #SaveMassEffect campaign has taken it offline. We Are Mass Effect, a fan community founded by Ariel Pena Aguilar, teamed up…
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| Factor | Weight | Score | Contribution | Where it came from |
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| Freshness | 0.20 | 0.37 | +0.075 18% | Halves every 10 hours from the newest item on the story. This is the only factor that rewards a story for nothing more than being recent. |
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A fan group supporting the #SaveMassEffect campaign purchased a 15-second advertisement slot on a Times Square billboard in New York for $250 on October 26. The ad displayed "Keelah Si'yah #SaveMassEffect" and ran once per hour. We Are Mass Effect, founded by Ariel Pena Aguilar and working with illustrator Kala Elizabeth, organized the effort following EA's shutdown of BioWare and cancellation of the next Mass Effect title.
The group launched a crowdfunding campaign for three mobile billboards to appear outside EA's Redwood City headquarters, its Edmonton office, and at The Game Awards in Los Angeles on December 10. The initial $5,274 fundraising goal was reached in under 15 minutes, with donations eventually pausing at $5,715 from 89 contributors.
Surplus funds from the campaign were designated for the Game Workers' Hardship Fund, though that organization was not accepting direct donations at the time. The billboard campaign emerged roughly a week after EA announced approximately 400 job cuts across the company.
What happened
A fan group backing the #SaveMassEffect campaign has taken it offline. We Are Mass Effect, a fan community founded by Ariel Pena Aguilar, teamed up with illustrator and YouTuber Kala Elizabeth to buy a slot on a Times Square billboard in New York on October 26. The ad read "Keelah Si'yah #SaveMassEffect" and apparently ran for 15 seconds once an hour, costing just $250. This comes about a week after EA shut down BioWare and cancelled the next Mass Effect game, part of around 400 job cuts across the company. Elizabeth, Ariel and Mer of We Are Mass Effect then started a GoFundMe for three mobile billboards: one outside EA's Redwood City headquarters, one outside its Edmonton office, and one at The Game Awards in Los Angeles on December 10.
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