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Ecommerce · September 2026

365 Seoul Challenge

PR Campaign
Monday 31st August, 2026

Seoul turned everyday outdoor activities into personalised 16-square bingo cards, encouraging isolated residents to complete small challenges, share proof and earn local digital currency. The playful format gives a serious loneliness intervention an accessible hook, while brand partnerships add extra reasons to take part.

Why it worked: It reframed a heavy social issue as a gamified, incentivized habit loop—personalized bingo plus cashable points and early outcome data.

The lesson: Consider packaging a hard-to-sell behavior as a simple, customizable game with proof-based rewards and one striking pilot stat.

Seoul Metropolitan Government Aladin Baedal Minjok Olive Young
2 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
koreatimes.co.kr Seoul battles loneliness with festivals, bingo - The Korea Times Wednesday 27th May, 2026
koreatimes.co.kr Bingo card for the soul: Seoul uses small steps to help people step outside Monday 31st August, 2026
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