Home Office launches mobile app
By Steve Mullins. Rhythm app. The UK Home Office has developed a mobile application, Pocket Beatz, aimed at 11-to-16 year-olds, as part of the It Doesn’t Have to Happen anti-knife initiative. The app. created by RKCR/Y&R digital unit Saint and mobile agency Mobile Interactive Group, comprises a mobile music studio where users can play a range of beats, synths and loops to create mini tracks which can be recorded and shared with friends.
“Mobile is clearly a key channel for targeting a youth demographic and those who might be affected by knife crime; therefore continuing to spread the It Doesn’t Have To Happen campaign message via the mobile device is a natural move for us,” said Tony Harris, deputy chairman of RKCR/Y&R said. “Highlighting music as a positive alternative to knife crime, in launching Pocket Beatz we hope to further engage an already strong online community, and enable young people to connect with the issue in ways most relevant to them.”
brand-e.biz: Cool marriage of Pocket content and platform
