At the Global Citizen Festival, held on The Great Lawn in New York’s Central Park, the roughly 60,000 attendees had access to the Global Citizen app. Over 7,000 actions were thanks to the app, design and strategy agency L+R and Onyx beacons. 18 beacons were placed in strategic locations such as food and merchandise areas.
When attendees were in line in these areas, they could get a push notification about relevant UN Global goal issues. The notification suggested that they take action based on this which expanded the impact beyond the eventgoers themselves. For example, while waiting to use the bathroom an app user might get info about water and sanitation and be prompted into action on this issue.
They developed some ways to only target people waiting in-line and tracked when people took action on something so they didn’t prompt them again. Overall, it was an intelligent and impactful campaign using beacon interactions at the right place and time.