THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 7th Annual Shorty Awards

GCC 100 Day Journey

Entered in Health and Fitness

About this entry

Project Overview

The GCC was developed over a decade ago to improve the health and performance of employees around the world. Our program has transformed the cultures of thousands of the world's leading organizations and changed the lives of over 1.5 million employees across 185 countries.

Our scientifically developed, clinically proven 12-month program fundamentally improves employees' relationship with exercise and nutrition and instils in them a new sense of self-belief, personal responsibility and resilience.

The program starts with the GCC 100 Day Journey, a virtual race around the world designed to get employees active again.

Social media enables GCC to connect with participants around the world in an environment external to the logged in GCC website, thus facilitating interaction in a more 'social' and informal environment – accessible 24/7. It also helps us connect with participants who may not be engaging with us on the event site and encourage re-engagement.

Project Need

We are different. We're not here to tick a box, we're here to actually fix the problem. We're here to get the world moving.

We've taken 10 years of experience in behavior change and extended this across the mobile domain to develop a rewarding and interactive health initiative underpinned by gamification and behavioral psychology principles.

An interactive global community of 285,000+ participants form teams and take part in a virtual journey around the world for 100 consecutive days from May to September.

Why does this entry deserve to win?

PROJECT NEED

Our simple-to-use, but evidence-based and scientific approach to fitness and health and wellbeing delivered through the mobile apps and fully responsive site has helped over 122,000 iPhone® and Android™ users measure, track, and improve their physical activity levels. Importantly, it has made getting healthy fun again and leads to our participants forming and embedding healthy new habits for life.

USER EXPERIENCE

We designed the apps and fully responsive site from the ground up with a focus on user experience and interaction. In order to entertain, inspire and motivate our participants over a 100 day challenge, participant engagement was top priority across the whole design and build.

During the design and wireframing stages of app development, we continually validated our assumptions, screen interactions and user flows to ensure the apps suitably rewarded participants' efforts every step of their journey. Rewards include: real-time trophy awards on entering activity and achieving key milestones (e.g. 1m steps); rewarding new activities such as cycling and swimming; providing engaging and visually compelling journey content, and providing instantly updated personalized stats, in order to make physical activity fun, engaging, and intrinsically motivating for our participants, whatever their starting point.

PROJECT MARKETING

Don't worry, be 'appy

A comprehensive marketing campaign from 'countdown' pre-launch to launch and in-event cross-channel communications has resulted in more than 122,000 participants downloading the iPhone® and Android™ apps to date. Marketing messaging focussed on giving our participants the broadest experience possible.

Word of mouth kicks in as the campaign builds and this maximizes our results as the apps become available for download with over 80% of downloads occurring one week into the 100 Day Journey.

Why our social media comms engage and excite our participants:

Key stats:

Throughout the 2014 100 Day Journey we've reached over 1million people via Facebook.

Our post reach peaked at 48,000, with an average of over 20,000 per post. 9% engagement rate (CTR).


PROJECT PRIVACY

We take privacy seriously and security and privacy are built into our application development process from the outset. From secure salted hashing of passwords and controls built into the platform to ensure the utmost protection of application and customer data from external threats (e.g. cross-site scripting, session hijacking, etc.) through SSL encryption of sensitive webpages and transactions across the application, we work to ensure that we reflect and maintain best practice from a data security and cryptography perspective.

Get The World Moving complies with the U.S. - E.U. Safe Harbor framework and the U.S. - Swiss Safe Harbor framework as set forth by the U.S. Department of Commerce regarding the collection, use, and retention of personal data from European Union member countries and Switzerland. We're also registered under the DPA as a Data Processor and are ISO 27001:2005-certified, comprising all facets of information security, confidentiality, and availability across the application.

To ensure we're held accountable on a regular basis, we also have our website, emails, and mobile applications externally validated by the world's leading privacy body, TRUSTe, who independently verify our privacy practices and ensure we're not simply meeting our legal requirements, but driving and defining industry best practice.

Media

Video for GCC 100 Day Journey

Entrant Company / Organization Name

Get The World Moving, Inc.

Link

Entry Credits