Mobile > Mobile Applications
VML, Kansas City / UNION STATION / 2015
Awards:
Overview
Credits
Execution
We unveiled the app at Union Station’s 100th Centennial celebration to local and national media covering the event using only earned media to drive awareness. Large crowds using the app began capturing and sharing experiences to social networks, creating a snowball effect, piquing interest and driving more people to Union Station to experience the app.
Outcome
The app brought in foot traffic not seen for decades at Union Station. During opening weekend, there were more than 30,000 in-app interactions, with visitors spending an average of one-hour reliving history. And what started as an app is now a permanent attraction.
Strategy
Union Station, one of America’s most historic buildings, was approaching its 100th anniversary. But with declining foot traffic, we needed a way to remind citizens why it was worth celebrating. Our idea was to encourage people to visit by bringing its most compelling stories to life. We filmed reenactments of the station’s biggest events from the past 100 years and created an augmented reality app where users could bring history to life in the exact spot it took place. Not only were users able to interact with the videos, but they could also be a part of it, inserting themselves into scenes and share on social media.
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