RBC Race for the Kids virtual, raises $8million to support 35 charities
Since starting as a single Race in New York in 2009, RBC Race for the Kids has grown into a series of 30+ events that take place around the world. Altogether, 325,000+ participants have raised more than $74 million CAD for youth charities.
COVID-19 meant the 2021 program was at risk with the majority of events facing cancellation. Meanwhile, the need from charities – particularly those focused on youth mental health – was greater than ever before. RBC required a platform that would enable them to continue their great work with Race for the Kids, and keep their staff engaged and connected. District was challenged with the following:
Fully integrate with their fundraising platform (Funraisin)
Provide a simultaneous experience for users across 19 countries
Deliver the user bespoke content from their charity, in multiple languages
Build in surprise and moments through the use of Augmented Reality
Engage their users through the campaign to form a digital community
Provide content and touchpoint for users to share to their network and increase donations
Weave in messaging from RBC and their charities to engage with their employees
The District platform provided the perfect solution. Thanks to a direct integration with Funraisin, we were able to provide a full branded platform for RBC, where users could connect, track runs, receive messages from their charity, and donate to their cause.
When logging their run, users were treated to integrated audio message, and augmented reality medals to keep them motivated and share out via social media channels.
Bringing 35 charities together from around the world, the RBC Race for the Kids Virtual Challenge, raised over $8m. A 3-month ‘training’ campaign culminated in a event weekend, engaging all of the participants in a 48 hour period with unique audio and augmented reality content.
“I spent the weekend glued to my phone and laptop and seeing all the in-app and social posts was incredibly moving. I plodded about East London on Saturday and the RBC Spotify playlist served up Queen’s Don’t Stop Me Now as I hit 15km and I won’t lie, I had a little cry and then tried on my AR finisher medal. Just fantastic.
Big thanks to the District crew, the app feedback has been excellent and really added that connectivity and community piece we were after.”