Marc-Oliver / Digital Brand Experiences

iQueue – Global Queuing Network.

In an effort to create awareness for the Yukon Territory as a unique holiday destination, we developed a digital marketing campaign and established a new, fascinating mobile service for travellers – the iQueue© – a global queuing network. It turned out, that we created a new social movement: iQueuing.

The core campaign message was: “Discover the Yukon – vacation without line-ups.” We invited tourists across 7 key international markets who were waiting in long line-ups to get swopped by iQueuers so that they had more time to explore nearby areas. We made that possible by establishing a new real-time mobile service called iQueue. Behind that service was a network of friendly people managed and organized through a website and mobile mesg. platform. The app got featured just recently on BBC

The work:

We placed street ads & signs at key tourist spots

Travellers access the iQueue network and request iQueuers to wait for them in the line-up

iQueuers swop with travellers

2 hours later - a personal message from the iQueuer (branded)

Additional screens:

Taking iQueue to the next level – a Social Experiment

For a duration of 6 weeks we provided the same service (non branded) with a significant change: We encouraged jobless people to use our service and sign up to become an official iQuerer. We now also asked people to pay for the service. 5 Euros/h went to registered iQueuers. The results: 89 people signed up for the service and recieved an average of  38 queue request (we provided phones and clothes).  Most of the iQueuers walked away with ~400 Euros after 6 weeks and 76h of waiting in the lineup (average).

The iQueue© is a worldwide network of friendly people who help others spent less time in boring line-ups. The idea for this application iQueue is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 2.5 Canada License. Based on a work from Marc-Oliver Gern. Permissions beyond the scope of this license may be available from Marc-Oliver Gern.

Legal Disclaimer: This is a Concept – pictures were modified. Names could be changed to subject. The app and the campaign has no connections to the current iQueue app that is available in the Apple App Store. Thanks Apple for copying.