American Heart Association Uses Augmented Reality to Boost Its Youth Market Fundraising Program
The American Heart Association has announced a pioneering collaboration with Rock Paper Reality (RPR), a consulting and development agency specializing in augmented reality, to enhance the fundraising experience for students involved in the Kids Heart Challenge through augmented reality and gamification. The partnership led to the creation of the Kids Heart Challenge mobile app, which has been launched to over 15 million children across the U.S., achieving a 50% adoption rate among registered students and generating 30% of online donations via the app. RPR designed a variety of animated 3D characters for both iOS and Android platforms, including AR face filters, an AR coloring book, AR tattoos, and an interactive AR game. Students had numerous items they could scan to experience augmented reality, resulting in millions of AR scans. "The American Heart Association is leveraging RPR’s innovative technology to elevate the Kids Heart Challenge app, making it more engaging and exciting for young users. It's inspiring to witness students embracing augmented reality," stated Charity Dynamics CEO Kathy Kempff. Patrick Johnson, CEO of RPR, added, "While many brands find it challenging to effectively utilize augmented reality, we help them navigate this complex landscape to identify the best solutions across various platforms. By merging immersive storytelling with 3D realism, RPR revitalized the Kids Heart Challenge app, aiding in fundraising, recruitment, engagement, and revenue growth. It's especially rewarding to collaborate with an organization dedicated to enhancing children's health."