Task:

An unusual digital idea to generate donations for Die Tafeln, a German food distribution charity. The idea had to achieve wide coverage at a low cost.

Idea:

Millions of people try to run off their calories using their smartphones. But the calories just get burnt in vain, although those meals are desperately needed elsewhere. So we thought: what if you couldn't just count your calories as you run, but also stop them from being burnt and donate them directly in the form of food?

Solution:

MILES FOR MEALS – The first running app ever that lets you do something good for others too. It lets you donate the calories you burn while running directly to Die Tafeln. This means you give calories directly to those people who need them most. The calories are converted into euros and can be donated directly using PayPal. This is enabled via synchronization with Nike+ and an integrated counter. Conversion is based on the German unemployment benefit rate: 1 meal (approx. 500 kcal) = €1.50.

Launch:

For our app campaign we aimed all activities at amateur runners, going straight to their touch-points. By posters on running courses and in fitness studios, Twitter-bots which responded automatically to Tweets of Nike+ users, branded runners’ routes within Nike+, promotions with running giant foods at running venues and PR on runners’ blogs and social networks. Everything led to the micro-site, where the app could be downloaded.

Results/Response:

MILES FOR MEALS had the highest download rates of all charity apps and increased the amount of digital donations for “Die Tafeln” by nearly 300%. The app was mentioned on numerous blogs, forums and news sites, and users’ runs were shared on Facebook and Twitter using the integrated share function.

MILES FOR MEALS transferred the exact principle of Die Tafeln – collecting food from those who have too much and giving it to those who have too little – on our smartphones. This created a highly involving tool to collect donations by becoming a part of people’s lives. Because now you could do something good with your daily workout, using the most social running app ever.

MILES FOR MEALS had the highest download rate of all charity apps and increased the amount of digital donations for 'Die Tafeln' by nearly 300%. The app was mentioned on numerous blogs, forums and news sites, and users’ runs were shared on Facebook and Twitter using the integrated share function.