Depaul UK, a small charity that helps young homeless people, shot to fame in 2010 with the launch of iHobo – the iPhone app that challenges users to look after a virtual homeless person on their phone for 3 days. In 2011 a new and updated version of iHobo was launched in order to help Depaul UK refresh its ageing donor database. This new generation app represents an evolution of the original iHobo in response to two things: the need to recruit even more new supporters and build the database to ensure long-term donations, and technological developments that have enabled us to deliver a more engaging and connected experience.

With DEPAUL UK’s limited media budget we had to create an experience that was so engaging that people would want to pass it on. Using live action footage (an iPhone first) and Apple’s new push-alert technology we forced our audience think about the issue of homelessness around the clock, and take responsibility for the fate of a young guy on the street. Treated well, iHobo would get by. Neglected he’d get cold, hungry, lonely, and eventually resort to drugs, just like 3 out of 4 young homeless people.The app was seeded with technology bloggers and other key influencers. iHobo was a truly contagious idea that got the target market thinking about the issue of youth homelessness, but most importantly got them talking to their friends about it too, and passing on iHobo. Within a week iHobo was at the top of the UK free apps chart.

April 2011 updates make the app even more engaging: player personalisation, integrating facts on homelessness, connection to social media sites, utilising the app to expand the DEPAUL UK database for ongoing activity, and new gaming elements.Results so far for v. 1.1:•600,000+ downloads. No 1 weekly downloaded app in UK.•68,298 reviews on app store.•Engagement value in conventional digital channels: £2.3million. •7 times more money raised through in-game donations. •4,600 donors (93x more than previously)•1,200 new DEPAUL UK database contacts. Potential lifetime donation value of £1.76m (ROI of up to 294:1).