iOS / Android / UX / Design
The CAMRA Nottingham Beer Festival is the second largest in the country, attended by more than 25,000 visitors over three days and presents the biggest choice of real ale in the world. Each year, it introduces over 1,400 real ales, beers and ciders from 100's of breweries, creating a unique celebration of the Real Ale industry for both visitors and breweries.
Through a long standing relationship with CAMRA, we were commissioned to develop a digital alternative to the brochure that would help increase engagement among festival-goers and connect with new, emerging audiences. Importantly, it was key for us to understand the nature of the intended user and also working closely with CAMRA, identify and act on their desire for a shift in the public perception of Real Ale culture. Harnessing our expertise, we developed a native companion app, connecting the needs of these audiences with those of the festival’s aims.
AtomicMedia designed a considered and bespoke user interface, combining Nottingham Beef Festival and CAMRA branding, while allowing for annual updates. Working with CAMRA through a Key Account Manager, we established the content required to be housed in the app. This included the beers and ciders on offer, their associated breweries, the location of the drinks, ratings, favourites and additional event details. We then developed a system framework in which to house this content.
The app also allows users to provide their own feedback on the drinks and view the ratings left by others. Integration with Social Media then allows the user to share their rating on Twitter, increasing the audience for the festival and the app.
The app provides a new way for attendees to get more out of the beer festival, creating a social and interactive atmosphere for the visitors whilst guiding and supporting each user through the festival.
The CAMRA beer festival app saw over 1,000 downloads through Android devices and more than 1,300 Apple downloads. It also saw almost 10,000 comments and ratings made through the app over the course of the festival. In addition, the rating succeeded in helping generate some friendly competition between breweries while also providing them with real-time feedback on their products.
Most importantly, through signposting and up-to-date information, the app was able to help a large number of people find and sample beers which they otherwise wouldn’t have had access to.
“This app has been a huge success for The Robin Hood Beer Festival and for CAMRA as a whole; It has given visitors a brand new way of engaging with the festival and has introduced Real Ale culture to a new generation.”
Alan Ward Deputy Regional Director, CAMRA