Mobile app rewards Londoners for journeys on foot and bike

The new re:route mobile app from Recyclebank and Transport for London uses a reward system to encourage consumers to walk or cycle during the Olympics.

As London gears up for the 2012 Summer Olympics, an unprecedented crush is expected to hit its public transportation systems. Much the way Home Run offers group runs as an alternative designed in part to alleviate some of that pressure, so the new re:route mobile app from Recyclebank and Transport for London uses a reward system to encourage consumers to walk or cycle instead. New York-based Recyclebank first appeared on our virtual pages back in 2007, when we wrote about its incentive-based recycling program. Now, its new re:route app for iOS lets consumers collect points for every journey they make on foot or by bicycle. After downloading the free software, users enter their journey into re:route and are shown different travel options including walking and cycling – either with their own bike or through Barclays Cycle Hire — as well as public transport. Once they choose their route and arrive at their destination, users earn points redeemable for numerous offers and discounts from Recyclebank partners including Marks & Spencer, Planet Organic, Champneys and more. With an eye toward fitness and sustainability, meanwhile, re:route also alerts users to the number of calories burned and the emissions saved on each journey. Ben Plowden, director of planning for Transport for London’s Surface Transport, explains: “We’re particularly excited about the potential for this app to motivate people to cycle and walk during the London 2012 Games, when London’s roads and public transport network will be at their busiest.” 
Similar in many ways to the Mo system in Munich we wrote about late last year, re:route will launch in an Android version this summer, Recyclebank says. Other congested cities around the globe: time to start planning something similar? Spotted by: Florent Lesauvage