From concept, through to design and development, we created the new Facebook competition app named 'Key to the City' for our client Academy Music Group (AMG) and their 14 venue Facebook pages across the UK.
The apps launched in line with the Freshers’ Fairs being held at universities throughout September and October. The brief was to come up with a Facebook competition mechanic that would encourage students to get to know (and thus 'discover') the city they are in, all linking back to their local O2 venue. Data capture and the potential for partners to come on board with the campaign was also required.
The O2 Academy Bristol Facebook Page
We created one application that could run on 14 different Facebook pages, each displays content specific to that location, with each managed by at least one community manager, all from one central content management system.
The apps can house a number of competitions and each competition is made up of challenges that users have to complete. These can vary from checking in to an O2 venue, Instagram a famous Banksy or Tweet their favourite place for a pint using a particular hashtag. Using Twitter, Instagram and Foursquare as the platforms for entries ensured that users were able to enter on the move, and by including functionality to email instructions to themselves makes the process even easier.
Landing Page to the O2 Academy Bristol's Key to the City app
In order to use the three social platforms we needed to tap in to the service APIs. This allowed us to pull in the latest check ins, tweets and Instagram photos, displaying them on the application and keeping the app content fresh and dynamic.
Instagram entries
To give the application longevity, the content management system allows AMG to set up competitions and challenges, associate partners with the app and competitions, export data, pick winners and moderate entries.
Some of the competitions already live include the chance to win a trip to the US (courtesy of STA Travel). The entry mechanic aims to drive footfall to STA stores and traffic to their Twitter page with participants required to instagram themselves at an STA store and share a tweet about the competition.
Check out the Brixton and Birmingham apps to see how the locals are getting on!
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