Taronga Zoo developed an iPhone application to engage families through mobile devices and promote the zoo's message. Focus groups with parents and children found that children enjoy games, collecting, and competing on mobile devices. The zoo created a gamified mobile application that allowed users to collect photos, compete for status and achievements, and personalize their experience. The application was very successful, becoming the number one educational game and being downloaded over 55,000 times in the first month. It significantly increased engagement with the zoo's brand and message on mobile devices.

1. Gamification Taronga Zoo – iPhone application David McGowanBusiness Director

2. Taronga Zoo – Introduction How do we engage families with the Taronga message through mobile devices?

3. “Where does mobile behaviour intersect with our brand?” “What should our big mobile idea be?”

4. Mobile Web Browsing – iPhone FTW

5. 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

6. Discovery Collecting Taking photos Content Reward Competition Status, Achievement Personalisation, self expression Audience Behaviour - Gamification

9. Discovery Collecting Taking photos Content Competition Status, Achievement Personalisation, self expression Reward

10. 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

11. Thanks for your time!