To capture the attention of a cynical Gen Z audience, The Salvation Army bypassed passive in-game ad formats and turned its advertising into an active piece of the virtual economy. Thrift Score brought the thrift store directly inside existing video games, embedding a live retail utility natively inside high-traffic Roblox worlds. Instead of a standard promotional layer, the activation functioned as a persistent secondhand marketplace where players could actively browse racks for rare fashion items or donate unwanted digital skins. The storefront mirrored real-world thrift dynamics by abandoning static catalogs in favor of extreme scarcity and a continuously rotating inventory. By transforming traditional cause marketing into an interactive game utility, the placement drove massive player engagement that translated into a tidal wave of new physical store visits.