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Royal Easter Show

Challenge

With the Easter show attracting larger, more mobile savvy audiences, our challenge was to create an application that went beyond a basic wayfinding tool and genuinely provided utility and entertainment, whilst motivating the audience to explore different areas of the Show in an efficient manner. Adding complexity to this was the often poor mobile reception in the precinct due to the sheer volume of people looking to use their phones at the same time. Research insights highlighted the need for the app to provide time and location relevant content to meet users on pre visit planning requirements as well as on site event engagement.

Response

Nomad developed a solution that presented dynamic spatial mapping data over laid on a custom illustrated map data. The app also features engaging mini games for key locations and events, motivating a collection style behaviour for users while presenting educational content. The application centred around basic gamification principles. Users were not only provided with standard wayfaring and maps tools, they were also encouraged to unlock engaging content by interacting with the surrounds and their phones. By taking photos of specific attractions they were able to unlock badges and content rewards. We were also able to integrate core functions of the phone, such as the accelerometer with context specific action, such as mock-whip cracking in order to unlock key content in relation to that attraction.

Results

With a combination of spatial mapping data and location centric mini games (such as in game whip cracking and wood chopping) we developed the app to enable the audience to feel like they were part country life. We also challenged the audience to unlock content by engaging with each game and we invited them to share scores with friends via social media. Simple features such as fun facts and a map were integrated to help the audience find and interact with attractions too.

The app received over 80,000 downloads within the first 2 weeks, was featured by Apple and was utilised for an average of 32 minutes per user.

Nomad’s production and efficiencies drove the projects progression through a challenging timeline and budget for a successful launch and a great show

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