GAMIFICATIONTaronga Zoo – iPhone application

David McGowanBusiness Director

Taronga Zoo – Introduction

How do we engage families with the Taronga message through mobile devices?

“What should our big mobile idea be?”

“Where does mobile behaviour intersect with our

brand?”

Mobile Web Browsing – iPhone FTW

Taronga Zoo – Focus Groups

“How do we engage families with the Taronga message through mobile devices?”

What we found:

• Parents are happy for kids to use their Smartphones, often acting as a micro babysitting tool.

• Children are bored with educational messages

• Children love games, collecting, competing

• User generated content is king!

• Parents and children play together with shared mobile play

Competition Status, Achievement

Personalisation, self expression

Reward

Discovery Collecting Taking photos Content

Audience Behaviour - Gamification

Competition Status, Achievement

Personalisation, self expression

Reward

Discovery Collecting Taking photos Content

Results

• 55,000 downloads in first month

• No 1 Educational game in the app store

• Featured game in iTunes app store

• 5,500 opt ins for Taronga emails via the app

• 35% return more than twice, average depth over 15 pgs

• AWARD “Best Mobile Game”, AIMIA – 3 category finalist

Thanks for your time!