Students leverage app to explore history behind WWII memorial

The Trust for the National Mall launched a World War II Memorial educational app to give student visitors an opportunity to explore the history behind the memorial.

Client
Trust for the National Mall (Washington, DC)
Agency
Rational 360 (Washington, DC)
Duration
November 5-19, 2013
Budget
Approximately $17,000

The Trust for the National Mall launched a World War II Memorial educational app to give student visitors an opportunity to explore the history behind the memorial.

Strategy
AOR Rational 360 was tasked with creating awareness for the trust and the new free app, the first of a number of learning initiatives planned by the trust.

Tactics
Students from Alice Deal Middle School convened at the memorial on November 5 to demonstrate the app to a group of World War II veterans from central Missouri, who in turn, shared their stories and photos.

The agency worked with the nonprofit Honor Flight Network to get photos of these servicemen in uniform displayed at the memorial. Media, potential partners, donors, and the public were invited to the event.

The trust’s Twitter and Facebook pages were used to share imagery from the event and a video was created on Vimeo. Most recently, the trust used #WWIIAppWednesday to showcase different features of the app each week.

Results
The event and the app were covered in outlets including the
Associated Press, The Washington Post, Washington Business Journal, and local TV stations. The app has been downloaded in more than 10 countries, re-ceived a five-star rating in the Google Play Store, and was downloaded about 1,000 times in its first three weeks.

"The biggest success of the app launch was seeing the generation gap melt away as eighth graders interacted with World War II veterans at the memorial, united by the product," says Kristine Fitton, VP of marketing and communications for the Trust for the National Mall.

Future
The trust and Rational 360 are installing wind banners on the mall this spring featuring QR codes that connect to the app download page. Rational 360 is planning its next PR event for the trust on the 70th anniversary of D-Day this June.

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