Crowns for Causes (Postcode Lottery x Strava)
First-of-its-kind Strava activation by People's Postcode Lottery: completing monthly Strava community challenges unlocks £50 of charity funding per participant (cap of 30k participants per challenge), targeting £5M total. Five charity partners include Mind, Hospice UK, Guide Dogs.
The Postcode Lottery format is inherently inter-postcode (winners by postcode); the campaign overlays Strava community/club challenges so postcode/local areas effectively compete via collective movement totals, with charity nomination drawing a £100k bonus for one community.
Within a postcode/club, participants log activities collectively toward the monthly challenge threshold; clubs and local communities rally members to hit the participant cap and unlock funds for their nominated charity.
Novel mechanic: 'compete by moving together, money goes to the cause your area picks.' Combines hyperlocal postcode identity (Postcode Lottery brand) with movement gamification - distinct from any example in the brief.
Others in the same family
2zero Klimathon (Mannheim, Glienicke, Hufeisen-Region, Schleswig-Holstein)
6-week 'Klimathon' run by Berlin-based 2zero (formerly Klimakompass). Each week features 4-6 challenges across themes (mobility, food, energy, consumption, digital, leisure). Mannheim ran as a CoLAB pilot under the EU '100 climate-neutral cities by 2030' Mission starting Jan 2025.
Pingo Doce 'Escola Feliz' (Happy School)
Pingo Doce supermarket program: shoppers earn 'cromos' (tokens) per €20 spent via the loyalty app, with bonus cromos for fruit/veg purchases. Cromos are donated to schools, which exchange accumulated points for tech/sports/art equipment (tablets, robotics kits, projectors). Covers 1,000+ schools across Lisbon district.
Tidy Towns (Ireland)
Department of Rural & Community Development annual competition, organised since 1958, where ~900 towns/villages compete on environment, biodiversity, tidiness, and community participation. Studied by Interreg Europe as a 'good practice' for community-led regeneration; 30,000+ volunteers logging 1M+ hours annually.
CityCoins / Miami Voice (legacy but instructive)
Token tied to a city: 30% of mining yield went to the city government's wallet; holders could signal local priorities via the Miami Voice app. NYC briefly launched a NYCCoin variant. Real money flowed to Miami's treasury before the program lost momentum.
Olio Food Waste Hero Postcode Leaderboard
Olio's Food Waste Hero programme ranks both the top 100 individual volunteers AND the top 100 postcodes monthly by quantity of food rescued and shared. Postcodes compete on a live dashboard accessible to volunteers.
Beat the Street (Intelligent Health)
Physical 'Beat Box' RFID sensors mounted on lampposts across a town. Walkers/cyclists/wheelers tap them with a card or phone app to earn points for themselves and their team. Each deployment is town-wide and time-boxed (~6 weeks). 5,000+ schools have participated; reached 2 million people in 200+ places.