‹ Work

Mutual of Omaha’s Wild Kingdom

Experiences to encourage interaction with actual animals … not just smartphones or computers. And reintroduce the Wild Kingdom brand in an engaging and modern way.

It's Still Live!

About the Work

Mutual of Omaha is a Fortune 500 company legendary not only for its mutual insurance and financial services, but for its iconic wildlife program, Wild Kingdom. 2013 marks the 50th anniversary of the show that started the nature adventure genre.

A “50 Years of Wild Kingdom” campaign provided the perfect opportunity to reach a new tech-savvy audience with a relevant and engaging interactive experience that would also reengage fans of the original show. So they partnered with Phenomblue to produce two deliverables that meet their business goals.

My Wild Kingdom is a groundbreaking adventure app featuring several different adventure lines that encourage users to interact with actual animals. Users can apply filters to make their wildlife pictures look like old adventure photos, or grainy videos captured on 8 mm film. By fulfilling various tasks and adventures, users earn badges and unlock various virtual animals. Jim Fowler, one of the show’s original hosts, even did voiceovers!

“We’re excited to celebrate a half century of adventure, and we’ve got lots of exciting things planned to kick off Wild Kingdom’s next 50 years,” Fowler said. “Wild Kingdom has always been ahead of its time, and we’re moving forward on initiatives that will thrill our current fans and engage new generations.”

Users can also visit WildKingdom.com to download the app and celebrate the anniversary. They’ll also find classic clips, background on the show’s fearless hosts and details for entering to become the next Wild Guide.

By converging the digital and physical worlds, My Wild Kingdom inspires users of all ages to interact with nature via the devices they use every day. Phenomblue met its technology goals of transforming augmented reality into a fun animal kingdom experience. The video capture feature in My Wild Kingdom was a major technical achievement: enabling filters, effects, stabilization and compositing with 3-D graphics all in real time. My Wild Kingdom is the only app on the market today to offer such a rich and engaging wildlife experience. In its first quarter, the app surpassed its benchmark goal of downloads, all while increasing web traffic to the Wild Kingdom site and ultimately creating buzz around the 50th anniversary. The app received national press and helped renew interest in the Wild Kingdom brand for a new generation.

What We Did

  • 3-D/VFX
  • Animation
  • Augmented Reality
  • Brand Development
  • Compositing
  • Copywriting
  • Interface Design
  • iOS Development
  • Mobile Design
  • Social Media Integration
  • Sound Design
  • Strategy
  • Usage Tracking/Analytics
  • User Experience Design
  • Visual Design
  • Web Application
  • Web Development