Introducing The Monster Trail

Leicester's commitment to crafting unforgettable experiences is evident in events like Light up Leicester, the Bring the Paint Trail, and the Leicester Comedy Festival. At the centre of this cultural mosaic is the BID Leicester team, orchestrating these events with precision and creativity.

With an impressive 16,289 (and counting) engaged app users, BID Leicester has seamlessly integrated a place promotion app into their arsenal. LoyalFree, one of the place management tools offered by Vicinity, has proven to be a pivotal component in delivering successful marketing campaigns, offering the team an intuitive platform to monitor visitor engagement and gauge the wide-reaching impact of their campaigns.

The Monster Trail, an ambitious project featuring giant monsters created by Filthy Luker and Pedro Estellas, emerged as a 'roaring' success, and creating the trail on an app enabled us to accurately measure its widespread influence in the area.

What were our main concerns during the planning phase?

• Navigation Difficulty: How can we make it easier for those not familiar with the city to find their way around the monster locations?

• Verification of Visits: How do we confirm that trail participants have visited all locations on the trail, in order to qualify for the prize draw?

• Performance Measurement: How can we prove that the monster trail has been successful?

How did we address these concerns when creating the trail?

Together we addressed each of BID Leicester's challenges, tailoring an interactive experience that transformed the Monster Trail into a fun, user-friendly adventure.

• Intuitive Navigation: The in-app trail map provided a user-friendly interface, ensuring participants could effortlessly navigate the monster locations, even if they were unfamiliar with the city. From within individual trail locations, users could click ‘get directions’ to open their smartphone map application, and receive clear directions to the next monster.

• Location Verification: Using ‘scan to check in’ technology, the app verified trail participants' visits to each monster location, eliminating the need for manual checks and ensuring the integrity of the trail.

• Comprehensive Analytics: The partnership dashboard provided real-time insights into participant engagement, allowing the BID Leicester team to measure the success of the Monster Trail objectively.

Delivering a Captivating User Experience

The creation of the digital Monster Trail was a collaborative effort between BID Leicester and the Vicinity Team. Each monster installation became an interactive trail location with scannable QR codes, allowing users to navigate between installations using their smartphones and check in once they had arrived, providing a hassle-free experience for both the organisers and participants.
Additionally, BID Leicester had the flexibility to edit trail details at any time through the partnership dashboard, ensuring real-time adaptability.

Despite meticulous planning, unexpected challenges emerged during the implementation phase. The initially supplied QR codes were optimised for standard posters, but BID Leicester envisioned larger check-in points to complement their giant monsters. The Vicinity team quickly resolved this by creating the QR codes in alternative formats, enabling their use on larger installations beyond the usual poster size. This adjustment demonstrated the flexibility and adaptability of the technology to meet specific project requirements.

Additionally, unforeseeable weather conditions presented another obstacle, necessitating the temporary removal of several monster installations. BID Leicester, quick to adapt, utilised the in-app place notifications function. This feature allowed them to promptly update app users, sending notifications to inform them of the temporary absence of a couple of monsters. This real-time communication ensured a smooth user experience and showcased the platform's capability to handle unexpected situations.

Analysing the Results

The impact of the Leicester Monster Trail was incredible, demonstrating its success not only in engaging participants but also in driving footfall and enhancing business interactions across Leicester.

• Location Check-Ins: The Monster Trail achieved an impressive 14,364 location check-ins, showcasing widespread participation and engagement.

• User Growth: In October, during the Monster Trail, the number of app users increased significantly by 2,426, compared to 123 new users the month before. This remarkable surge represents a staggering 17% increase in users.

• App Interactions: The month of October witnessed a remarkable 65,651 app interactions, marking a substantial 28% increase compared to the preceding month.

• Business Profile Engagement: Business profile views experienced a notable increase, 1228 business profiles were viewed during October, indicating heightened interest and engagement with local businesses.

• Deal Redemptions: Deal redemptions were also positively impacted, with 50% more redemptions compared to the month before, signifying tangible benefits for both users and businesses involved in the Monster Trail.

• Event Clicks: Event clicks experienced a 4% increase, illustrating heightened interest in local events and activities.

To summarise, the Monster Trail not only succeeded as a standalone event but also served as a catalyst for increased footfall, enhanced user engagement, and positive interactions with businesses throughout Leicester. The remarkable statistics underscore the effectiveness of place promotion apps in elevating community events and fostering meaningful connections between residents and local businesses.

Evaluating the Experience

• Enhanced User Experience: Participants enjoyed the intuitive navigation and check in process, contributing to a positive and memorable experience.

• Efficiency Gains: Automated check-ins reduced the workload on event staff, allowing them to focus on ensuring the overall success of the Monster Trail.

• Data-Driven Decision-Making: Real-time analytics empowered the BID Leicester team to make informed decisions during the event, enhancing their ability to adapt and optimise in the moment.

• Increased Engagement: With 16,267 app users actively participating, the Monster Trail achieved unprecedented engagement, further solidifying Leicester's reputation for hosting successful and inclusive events.

Final Thoughts

The Monster Trail is a remarkable achievement - seamlessly addressing navigation, verification and statistical analysis challenges while delivering an exceptional user experience. Its undeniable success: 14,364 check-ins from 1,959 groups, a 17% increase in app users, and a remarkable 28% boost in app interactions - firmly establish the benefits of digital place management. 

From inception to analysis, the entire experience was meticulously designed to maximise inclusivity, eliminate participation barriers, and benefit the widest possible area. As Leicester continues its creative journey, Vicinity remain poised to empower future events with the same success and efficiency.

Become a Proactive Placemaker

In an ever-evolving world, Vicinity continues to pave the way for placemakers, offering unparalleled technology solutions meticulously crafted to elevate your areas and unite your community members. Our innovative tools empower placemakers to effortlessly manage their data, showcase undeniable value, and create engaged, loyal and thriving communities.

We understand that each place holds its own unique essence and challenges. That's why Vicinity solutions are custom-configured and tailored with precision to meet the needs of every location. Supported by a dedicated team of technical experts and place professionals, we ensure a seamless journey toward success.

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