The Safari Central preview app, 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. As we are closing the pilot, we'd like to share some of the results.
Though the campaign is over, you can still play around with Safari Central! Get it in the app store of your choice.
The #RewildYourWorld campaign ran from August to the end of October 2017. After the campaign ended, press and organic reach kept snowballing. As per April 2018, we can report the following results.
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, where characters are real animals from the wild, and proceeds go to their conservation. You can get a quick glimpse of our progress here, as Jake attempts to keep up with Atiaia, Mweituria, and Ethyl in San Francisco.
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 via firstname.lastname@example.org