by DigitasLBi for POLITICO
POLITICO Europe does not yet have its own app, but they wanted to reach more readers with timely EU referendum coverage, making mobile a top priority. DigitasLBi created the EU Referendum Tracker, which used an Apple Wallet pass to deliver content and notifications to iPhones. Once people installed the wallet pass, POLITICO was able to alert them to important new developments and dynamically update wallet pass contents. The front of the pass featured visuals displaying polling results leading up to the June 23rd vote, and then it switched to graphically display voting results as they came in. The back of the pass provided summaries and links to POLITICO’s latest editorial coverage. More than 10,000 users downloaded the pass in the week leading up to the election night from 104 countries, with more than a third from the UK. 74% of the readers were new to POLITICO.