How do you give everyone the chance to take part in the Olympic relay?
We were invited in by Lloyds to provide strategies for how digital, and specifically mobile, solutions could integrate with Lloyds’ planned 2012 activities and offer additional value to the brand.
Lloyds’ aim was to bring the Games closer to their customers and to use their Olympic Partnership to inspire young people, communities and businesses across the UK on their journey to London 2012 and beyond.
Function: Generating brand awareness and increased customer participation
Emotion: Making a passive event an inclusive social experience
Design: Groundbreaking mobile application development, allowing users to pass their own torch using bump technology
Sharing the journey by mobilising the Olympic torch relay
It was time to share the journey…
This allowed people who were not going to be able to physically attend a torch relay event to participate in their own Olympic relay experience.
Using a mixture of game mechanics, the Torch Relay App allows players to bump phones together to pass on their torch, physically mimicking the act of passing the real torch.