What is it?
Help for Heroes has unveiled a new fundraising game app called the Hero Bear’s Army. The app is available to play on mobiles or iPads and can be downloaded from the Apple App store or Google Play.
The charity is hoping that the app, launched yesterday, will become the fastest downloaded charity app ever. Within hours of its launch the app had shot to number one in the paid-for download Apple App Store.
What does it do?
The game features two bears carrying a wounded soldier on a stretcher, which has to be negotiated over and under a number of dangerous obstacles while the nostalgic military tune the Colonel Bogey March plays in the background. The aim is to collect as many coins as possible on the way to gain a high score. As they play, players will be either berated or encouraged by a number of celebrity supporters who have recorded short video clips, including Jeremy Clarkson and Lorraine Kelly.
The launch of the app was promoted on the charity's Twitter feed using #H4Happ and with a social media Thunderclap during 'Appy Hour' – the 10th hour of the 10th day of the 10th month. The charity estimates that its social reach on Thursday morning was 4.3 million.
How does the charity benefit?
The charity will receive £1 of the £1.99 cost from every game sold, which will go towards the support it offers to injured servicemen, women and veterans.
The app was created for free by Supersonic Software and brought to the public by AppyNation.
It is the brain-child of Bryn Parry, co-founder of Help for Heroes. A former professional cartoonist, Parry drew the hero bear characters that are used in the app.
Third Sector verdict:
This app is a great fundraising idea and will appeal to both children and adults, making it reach a larger audience. The celebrity video clips are a fun addition, while the charity's promotional activity on Twitter helped to propel the app to the top of the charts within minutes of its release.