The Olympic Games comprises the second largest sports event in the world, with more than 1 billion spectators. Not even the World Cup brings together as many athletes, delegations and different countries.
The 2016 Olympic Games took place in Brazil and Citrus7 was part of that special time. We designed an interactive app to collect information: favorite modalities and knowledge about the Olympics. Thus the app employed several campaigns and quizzes.
Strategy of Engagement
How could we engage spectators and work with millions of users?
How could we create awareness for various aspects of the Olympic Games?
By being inserted into the context of the Olympic Games, the best engagement strategy was to adopt a gamification platform. So, we developed an application, full of campaigns, games and challenges for the pre-Olympic period (January – May 2016).
The app is functional on iOS and Android, and it also has a web version, besides being written in three languages: English, Spanish and Portuguese.
We created everything: the rules of gamification (points, badges rewards and mechanics), the design and UX, and since we had only two months to develop the program, we opted for a hybrid language (Ionic) to speed up the process. It was the first time that Ionic had ever been used in a worldwide application.
Data that will make a difference in the future
But the most-significant result for the Olympics was not to create an innovative way to communicate and engage, but to create a Big Data and an identity management system.
We installed, adapted and integrated the Gigya tool in the 2016 Rio Olympic app, and also in the websites for third parties (currently we are the only Brazilian agency with the know-how to operate this tool).
We gathered data from all the users by utilizing Social Login or Registration as a Service. We collected the first party data and every behavior of the user to convert content and campaigns
aimed at specific groups.
Rio 2016 will leave a true legacy to other editions of the games: A rich and active Big Data, ready to be studied and used in Tokyo.
A well-planned project always gets good results. Take a look at a few recent, interesting cases: