Overview

Action Aid helped create awareness and support for a series of campaigns in 2015, including Bollocks to Poverty (aimed to eliminate poverty among young people in the UK) and Rebuild Nepal (aimed to help the reconstruction of Nepal after the earthquake hit the capital) . The campaigns were supported through interactive brand activation’s at various festivals, that encouraged the festival goers to support and learn more about each relevant cause. Action Aid required a technology solution to help create social buzz around the campaigns, as well as capture data on each individual for post event marketing activities.Every consumer interaction was tracked, monitored and managed through the UpD8r platform, records of their photos pushed to social media or sent via e-mail to each participant. This meant festival goers could personally share their experiences within the Festivals, all in real time, without using their phones.

UpD8r provided Action Aid with a real-time record of who had registered and participated in the photo opportunity. The event insights within UpD8r included delivery and open metrics on all consumer emails, reach and volume of social media posts, plus fully auditable record of every individual’s activity and registration information.

Pics from The Event

Solution

Action Aid used the award-winning consumer engagement platform Upd8r to achieve amazing results, activating out of the box modules for data capture and social sharing.Each attendee registered their details with an ambassador to receive an RFID badge, they then engaged in a photo opportunity of them personally supporting the cause, and enabled them to personally share it on social media from inside the experience, to inform all their online friends – all with a simple tap of their badge.Once the photo opportunity was complete, each individual user received a personalised e-mail, thanking them for their support or raising additional awareness.

Every consumer interaction was tracked, monitored and managed through the UpD8r platform, records of their photos pushed to social media or sent via e-mail to each participant. This meant festival goers could personally share their experiences within the Festivals, all in real time, without using their phones.

UpD8r provided Action Aid with a real-time record of who had registered and participated in the photo opportunity. The event insights within UpD8r included delivery and open metrics on all consumer emails, reach and volume of social media posts, plus fully auditable record of every individual’s activity and registration information.

RFID Enabled Mobile Application

Benefits to Each Attendee

  • Attendees could show their support to each cause by taking a supporting photo with their friends.
  • Attendees were able to share their experience on social media with a simple ‘tap’ (no phones)
  • Attendees received personalised email record of all photos (digital memory of event).
  • Attendees received email content of relevant cause.

Benefits for Action AId

  • Full data capture record of all participants.
  • Social amplification of the event to half a million people online.
  • Branding on long-lived digital memories via photo marketing.
  • Perception as an innovative and fun brand by core target market.

Results

Social Media Impressions
Personalised Emails
Total Registrations
Average Facebook Post Reach
Average Tweet Reach

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