2012 marked the 7th anniversary of ORBIS annual fundraising event – Moonwalkers, the Hong Kong first and largest overnight 20-‐km walk engaging over 10,000 sight-‐savers every year. Participants will be given a paper stamp at each check point and will obtain ONE free breakfast pack and paper certificate when they present the stamp card at the finishing point with a full set of stamp collection at the checkpoints.
To further engage social interaction of participants, ORBIS Hong Kong has jointly worked with Green Tomato and Hotmob in pioneering a bold new mobile application named “ORBIS Moonwalkers”. It serves as the official mobile platform enriching participant’s experience during the 20km route and digitalizing the stamp collection and certificate from print paper to mobile with social media integration.
Stamp Collection Performance
MORE THAN 2,500 APP DOWNLOADS were generated among 3,000 iPhone participants in ONE DAY (the event date Nov 10, 2012) that the download rate is desirably high at 83.3%. It ranks No.1 in Health & Fitness Category of the Apple App Stores (until 10 Nov 2012).
2,000 PARTICIPANTS out of the total 2,500 app downloads had experienced the stamp collection from “ORBIS Moonwalkers” mobile app throughout the route. The participation rate is very appreciative at 80%. During the overnight 20km walk, OVER 10,150 STAMPS were collected for 2,000 iPhone participants. AT LEAST 5 STAMPS out of the total 6 stamps had been successfully collected per one participant.
Finally, OVER 1,300 MOBILE CERTIFICATES were issued to those participants who had completed the route as well as the 6 stamps collection. It implicated that 2 OUT OF 3 PARTICIPANTS had obtained their mobile certificates successfully on average.
Social Media Performance
Within the overnight walk, OVER 3,350 PHOTOS had been shared to facebook through the app. It is about 140 PHOTOS SHARED PER 15 MINUTES. MORE THAN 4,580 FACEBOOK FEEDS had been generated from the like, comment and share of the photos and mobile certificates through participants’ facebook network. The app finally resulted in OVER 300,000 TOTAL SOCIAL MEDIA REACH for ORBIS Moonwalkers event in ONE DAY.
With five special designed camera filters and e-certificates function, ORBIS Moonwalkers app allows the participants of 2012 ORBIS Moonwalkers to collect digital stamp magically over the air via Pointcast technology and allow them to capture the best moments of the event! Users can also share the joy with friends via social platforms in real time!
Pointcast technology activates the digital stamp and certificate collection on mobile, enabling participants to collect digital stamps at 6 check-‐points automatically with the record of arrival location, time and ranking number. Everyone can obtain a unique and personalized mobile certificate after collecting 6 stamps at the finishing point, which can be shared to friends on Facebook immediately.
“ORBIS Moonwalkers” mobile app provides a never before experience to the participants with the use of Pointcast Positioning Technology. When participants arrive each check point with their Moonwalkers app, Pointcast technology will detect their presence accurately and send them the check point stamp over the air automatically.
The app provides users a unique and personalized mobile certificate after completing the whole route with 6 stamps collection. It has recorded important information of participants including user’s name, finish time, final ranking and the record of stamp collection process that the paper-‐print certificate cannot provide.
The app serves as the social media connector helping participants to share their memorable experience in the 20-‐km Moonwalkers event to facebook conveniently. Users are only required to login with their facebook account after launching the app for one time, then they can share photos and mobile certificates to facebook through the app during the route.
As the 2nd-‐year mobile marketing partner of ORBIS Moonwalkers, brightening the blind from darkness has became the social caring mission. We are glad and find it meaningful to initiate the innovative and creative “ORBIS Moonwalkers” mobile app and sponsor the whole project development.