Mediaworks

Our Work

Bee in the City

Background

Mediaworks teamed up with Wild in Art to help to produce and develop the hugely popular Bee in the City app for the city of Manchester. The event aimed to generate significant social, creative, tourism and economic impact benefits for Manchester while the app's purpose was to stimulate engagement with participants of all ages and succeed in getting people to actively visit Manchester in a unique way.

Approach

Taking Manchester's iconic Bee motif, Bee in the City stands as a large-scale public sculpture trail that took place all over Manchester this summer. The app was designed with user experience as the main priority, and included Mediaworks and Factory Create's very own augmented reality Bee 'Buzzi', pedometer and integration with outdoor digital screens. The easy to use interface makes it accessible to all ages, while the pedometer and social sharing ability created a different edge to the app, bringing together fitness, collaborative sharing and an intrigue of the city. A Donating functionality was included to increase awareness and raise money for the city of Manchester itself. The app cost users £1.99 and 25% of the net profit was donated to the Lord Mayor of Manchester's We Love MCR Charity.

Augmented Reality

The app has had over 21,000 users and more than 1 million bee discoveries since its launch in July. Users recorded in excess of 24 million steps while walking around the interactive art trail, which included these beloved bee sculptures. Not only did the app bring a mass of culture and intrigue to the beautiful landmarks of Manchester, it encouraged people to come together and count their steps as they walked to find the eccentric sculptures. A great example of combining exercise and forward looking technology to encourage people to really take pride in their health and fitness.

Mediaworks

“The app brings even more enjoyment to Bee in the City, which transforms Manchester into a fun, free, family-friendly art gallery this summer. The art trail marks a significant milestone in Wild in Art’s history of connecting communities, businesses, and artists through creativity, and we’re delighted to be working alongside Mediaworks, Factory and Ocean Outdoor to deliver a fitting app.”

Ruth McAllister, Marketing Director at Wild in Art

Results

19,513

App downloads

1.2m

Bees Unlocked

24m

Steps walked using the pedometer

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