In a first for BBC Children in Need, a new Facebook app provides a fun way for people to donate to this year’s appeal by helping to build the largest ever (digital) cake.

The app is the first time a UK charity has raised money directly on Facebook rather than via a third-party donation site. Children in Need’s partnership with PayPal has enabled the app to include the latest payment technology to allow a really integrated user experience which allows you to choose layers or decorations for the cake. 

When the cake reaches a certain size, new special layers from BBC One shows including The One Show, EastEnders and Strictly Come Dancing will become available.

IU worked with the BBC to conceive and design the app, and worked with Gamaroff Digital to build it.