M2Men iPhone App Launch

Challenge
Toronto Public Health wanted to develop a place that could efficiently house all of the health resources available to Gay men in Toronto. With information coming from Toronto Public Health and partner organizations, the ‘hub’ would need to offer the flexibility to access information from multiple sources.

Solution
Armed with prior experience executing campaigns within the Gay community, Urban DNA determined the most relevant way of getting this valuable information into the hands of Toronto’s Gay community would require a mobile solution. Critical to a successful mobile strategy, would be a thorough understanding of what type of mobile application would be useful. Therefore, focus groups were conducted with buy-in from partner organizations to ensure that key stakeholders realized real value from the execution.

Layered with infield executions during Pride 2010 and supported by offline and online support, the Application went live in the Apple App store.

Results
The campaign delivered the following results for Toronto Public Health:

• 5500+ downloads to date
• Viral online coverage within Toronto’s Gay Community
• Interest in developing similar App from other Municipalities

This entry was posted on Monday, August 1st, 2011 at 8:48 am. It is filed under Case Studies. You can follow any responses to this entry through the RSS 2.0 feed.