‘Mobile First’ Campaign To Unite U.K. For Sport Relief
Gail Chiasson, North American Editor
Hi Mum! Said Dad, a strategic and creative mobile technology agency, have created a mobile app, Make Every Mile Count, designed for UK charity Comic Relief, to drive public engagement for this year’s Sport Relief campaign.
The partnership for the app is the first creative execution between the mobile technology specialists and the charity, resulting in an all-encompassing digitally advanced campaign with inclusive mobile components, including IOS, Android Apps, responsive website and the backend to power it all.
The initiative is designed to maximize engagement and generate a cross network of social interaction between users over the course of six weeks in the lead up to the Sainsbury’s Sport Relief Games Weekend taking place March 21–to-23, 2014. With multiple gamification features including social sharing, in-app messaging, tracking device integration and data aggregation, the app is considered one of the most powerfully engaging community-driven tools in the sector.
The public can join the fun and games on those March 21-23 dates by running, swimming or cycling their way to raising cash at over a thousand venues around the country, including the landmark events at Queen Elizabeth Olympic Park.
The campaign has been approached as a mobile first initiative, with the app and responsive mobile website at the heart. It has been designed to unite the nation by clocking up a mountain of swimming, walking, cycling and running miles.
On working “with such a forward thinking brand,” Craig Wills, managing director, Hi Mum! Said Dad, says, “Our strategic collaboration and audience insight has put mobile at the centre of a national campaign while closely considering its relationship with broader channel touch-points.”
The app is free and designed for iPhone and Android. See the Sport Relief website to download the app.
As one of the UK’s biggest fundraising events, Sport Relief brings the entire nation together to get active, raise cash and change lives. Since 2002, Sport Relief has raised over £195 million. The money raised by the public is spent by Comic Relief to help people living incredibly tough lives, both at home in the UK and across the world.
Comic Relief is a registered U.K. charity, which aims to create a just world, free from poverty. The money raised by Comic Relief, through its fundraising campaigns Red Nose Day and Sport Relief as well as other initiatives, is spent at home in the UK and across the world to help people, families and whole communities stand on their own two feet.
Sainsbury’s is the official sponsor of the first Sainsbury’s Sport Relief Games 2014. Official merchandise will be available at Sainsbury’s and on sportrelief.com with a donation from each purchase going to help people living incredibly tough lives here in the UK, and across the world. Sainsbury’s raised £5.5 million for Sport Relief 2012
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