It's a really fun way of deploying activities at events. It's very social.
People were playing it all day long. It wasn't just fun, it was a unique way of getting people involved and impacting the charity.
We use the technology to get people engaged and create unique content, and then we provide them the tools to share that content with a goal of getting their data. To share it you have to connect in some way. The engagement grows exponentially post-event, and all of that is trackable.