Bartle Bogle Hegarty (BBH) China is using a world first mobile application that literally puts the fate of wildlife in your hands. The campaign, featuring a mobile game with a conservation message, uses a groundbreaking technology – the Shijie Lens Technology – developed by social digital nature system (SDNS) company Qdero, and is the first and only mobile application where the real world and virtual world meet in real time.
Central to the mobile game is a virtual bear that represents wildlife whose survival and natural habitat is constantly threatened. The bear struggles to adapt to an unfamiliar habitat – the surroundings of your office, home, or city seen through the eyes of your camera phone.
Once the application is downloaded from the WWF China homepage and thegame selected, point your camera phone anywhere and you will see thevirtual bear – that bumps into walls, trips down stairs, and runs awayfrom moving cars.
The technology simply tracks the real environment the bear is in andtranslates this into a three-dimensional computer model that allowsthe bear to calculate its position on the phone screen. The campaign was conceived to engage China’s urban youth with WWFChina’s campaign to raise awareness about bio-diversity protection,calling on people to pay attention to the loss of wildlife habitat andsupport the preservation of threatened eco-systems.
The mobile game ends with the message ‘Wildlife’s fate is in yourhands’ – and gives users the opportunity to get involved or spread thecampaign immediately.The sign up button links you to the WWF China action webpage and the share button immediately opens your SMS addressbook, for easy viral sharing.
“The challenge was to get into the world of Chinese youth and engagethem with the WWF cause in a fun, interactive and even infectious way.Given that fifty percent of youth in China play mobile games, ourpartnership with Qdero’s new technology was an ideal route ,” saysChristine Ng, Managing Director, BBH China.
The game translates bio-diversity conservation into a simple visuallanguage that is particularly appealing to the youth, whose support isincreasingly vital to our conservation efforts” says Jing Hui, WWFChina’s Director of Communications.