Wildgoose Events was asked by London & Partners to design & create a London Heart Trail App to coincide with the World Cardiology Conference campaign. The app was a fun, interactive way to promote good heart health to the London public in the days surrounding the 35,000 person conference. This was a collaborative project with London & Partners, PS Live, The British Heart Foundation, ExCel & Kings Health Partners.
London & Partners is the official promotional company for London. They promote London and attract businesses, events, congresses, students and visitors to the capital. Their aims are to build London’s international reputation and to attract investment and visitor spend, which create jobs and growth.
To create an interactive, fun digital trail for the public to enjoy along the South Bank of London. The content must promote the benefits of a healthy heart whilst encouraging people to walk for 1-2 hours during the activity. The app itself must be branded as London Heart Trail on the app stores. The content must be fun and competitive; relevant for all ages and also complement a paper-based version of the trail. And, the campaign must generate a social media presence as well as attract the press.
After the brief by all involved Wildgoose began the design process and presented an App that would meet all of their objectives. Once the design was complete, we extensively tested the technology across multiple devices and finally launched the app on both the Apple Store and Android Play Store. The app was available for public to download onto their phones.
Once downloaded, a map of the south bank of London appeared showing hotspots along a trail that they needed to walk to. Once they physically had walked to a hotspot, the app would release questions and challenges surrounding heart health for the user to take part in. Some of these challenges included taking photos and uploading to social media. By taking part in the trail, entering their email address into the app, participants were entered into daily competitions to win great prizes such as Champagne flights on the London Eye, a stay at the Corinthia Hotel London and tickets to see Michael McIntyre live.
We have created a fantastic, fun-filled challenge to Jess’s brief available for her guests to download onto their smartphones at the glamp site. The challenge has been designed to ensure that guests would split into teams to add a competitive element; visit specific, pre-determined locations at the site and to unlock tasks, photo and video challenges along the way. All the photos and videos taken during the game are made available for the guests to check out after the event.
The congress received the largest recorded number of delegates and the app was a great addition to the campaign. The unique app generated positive press coverage across the city, including an article in the Evening Standard.
During the weeks that the App was live a total of 1304 photo posts on social media were recorded using the hashtag #LondonHeartTrail featuring a range of fantastic images showing the public taking part.