Taronga Zoo developed an iPhone application to engage families through mobile devices and promote the zoo's message. Focus groups with parents and children found that children enjoy games, collecting, and competing on mobile devices. The zoo created a gamified mobile application that allowed users to collect photos, compete for status and achievements, and personalize their experience. The application was very successful, becoming the number one educational game and being downloaded over 55,000 times in the first month. It significantly increased engagement with the zoo's brand and message on mobile devices.