Safari Central, launched in August of 2017, gave the world a taste of what technology can do to bring people closer to conservation. The app brought six real animals living in the wild to life through augmented reality. Users could snap a selfie with a grizzly or cuddled up to a rhino, watched wildlife appear in their own home and on their own streets, and learned more about the animals while supporting their conservation.
With a lean development and marketing budget, we managed to create impressive results that show the massive opportunity to connect people all over the world with conservation projects in an engaging, fun way. You can find Safari Central in the app store of your choice.
Together with our six conservation partners, we ran a #RewildYourWorld campaign from August until October 2017. After the campaign ended, press and organic reach kept snowballing. As per August 2019, the app was downloaded by 180,000 unique users, resulting in 100,000+ photos. Safari Central was used by an incredible diversity of people: from Gen Z’ers to families, from primary school teachers to models and office workers, and across a wide range of geographies: the top three ranking countries for downloads were India, Brazil and the U.S.A.
The app drew over fifty press features in global media, resulting in 2.78 million estimated coverage views.
To launch Safari Central to the world, IoE created the #RewildYourWorld campaign, which included a photo competition that resulted in the world’s first Augmented Reality Wildlife Photographer of the Year Award. Users were able to upload their images directly to our Facebook page, creating a stream of photos from across the world.
Safari Central is the result of a collaboration between IoE and six renown conservation organisations large and small, around the world. The partners provided us with the data of an individual animal they research and protect, and we designed the app, recreating the animals in Augmented Reality, and told the animal’s life stories and showcased the conservation work that protects them.
The big picture we are building towards is a game that our first fans are calling the 'Pokemon Go' for wildlife: an augmented reality location based game where players can track real wildlife in their own cities. Wildeverse is scheduled for release in the summer of 2019.
Are you a conservation organisation interested in having the wildlife you protect featured in the next version of Safari Central? Contact us to discuss how we can make it happen. Email Gautam Shah at email@example.com