Me+Moo is a fun social app developed within the context of 5G RuralFirst, a co-innovation project led by Cisco alongside government, business and academia partners. 5G RuralFirst aims to demonstrate the game changing potential of 5G technologies in remote rural areas, empowering communities to evolve more efficient business models for critical industries such as agriculture, tourism, renewable energy and manufacturing.

The Challenge

Milo was appointed by Harvard, the PR company running the 5G RuralFirst campaign for Cisco to help them disseminate the 5G RuralFirst story. Their idea was to  use the IoT collars of dairy cows in a connected farm to allow people to befriend a cow, and to follow her journey for a week. The IoT collar would feed the data to track the cow’s life and wellbeing to the app; her feeding, sleeping, milking, scratching and resting data. While interacting with their cow, visitors would also be exposed to information about the connected farm, and 5G RuralFirst.

The Solution

The app we developed is both tongue in cheek and also very informative. It is reminiscent of a dating app, but with gamification and viral loops built in, and educational video-diary entries from Duncan the farmer, giving the user a unique insight into the lives of connected cows, the running of the farm, and the transformative power of 5G. The ‘moonitor’ at the heart of the app displays the cows latest activity and mood, and the collection of awards that both the user and the cow attain together during the week.

In addition, we came up with a gamification concept where users are rewarded for joining up to form herds, inviting their friends and sending each other “moosages”. The more active a herd, the higher they go on the leaderboard, helping the 5G RuralFirst message to expand virally at the same time.


The Results

Me+Moo launched on the 4ht of March 2019, and rose to almost 5k active users in its first week. Not only that, but users continued to come back into the app and visit their cow, with retention of 20% by the end of the week (push notifications from the cows might have had something to do with this). Close to 100k moosages have been sent, and the number of herds is well into the thousands and counting!

Me+Moo was developed as a cross-platform mobile app using React Native.