Freedom Festival App

A New Digital Home for Arts and Culture

MORE ABOUT THE FESTIVAL

Freedom Festival began in 2007 to honour Hull MP William Wilberforce and his role in abolishing the slave trade.

Run by Freedom Festival Arts Trust, this annual September event brings thousands to Hull city centre. It showcases both international and local performers across music, dance, art, and more.

THE BUSINESS CHALLENGE

We had been building an app to support the traditional festival experience with schedules, locations, and updates for festivalgoers.

Then Covid-19 hit.

The pandemic forced the cancellation of outdoor events. Still, the organisers wanted the show to go on—digitally.

They tasked us with transforming the project into a platform that could host the festival online.

Freedom Festival Arts Trust also wanted to boost audience engagement and collect feedback for future planning.

THE PROCESS

We worked closely with the Trust when the UK entered lockdown.

Our agile approach meant we quickly adapted. We shifted focus to build an app that would support both the 2020 digital event and future engagement goals.

Collaboration remained key throughout the project. We built a solution designed not just for one weekend, but for long-term cultural access.

THE SOLUTION

We launched the Freedom Festival app on both iOS and Android.

The app featured the full event programme, allowing users to register for digital performances and receive real-time updates.

It also supported live streams, pre-recorded videos, and interactive content. We advised the organisers on best practices for digital streaming, helping ensure a smooth and professional experience.

THE RESULTS

The 2020 “Freedom at Home” digital event ran from 4–6 September. Audiences accessed live streams, recorded shows, podcasts, and interactive talks through the app.

Users submitted questions and shared views directly within the app. Push notifications helped organisers capture instant feedback and audience sentiment.

Over 24,000 performance views were recorded in just one weekend.

The app continues to serve as a permanent digital platform. Organisers can now stage events year-round, guided by real-time feedback and user interaction.

It helps reach people who might miss live events—those outside Hull, the elderly, or anyone with limited mobility.

The Freedom Festival app has transformed the event from a single weekend celebration into an interactive, inclusive, year-round experience.

THE CLIENTS VERDICT

“It’s been brilliant working with Sauce because it’s been a creative collaboration.

“We needed an app that reflected what we are – intuitive, flexible and creative. That’s exactly what Sauce are too, so it has been a perfect partnership.

“It is a real positive to have come out of the situation we found ourselves in and will prove to be a huge benefit for us longer term.”

- Mikey Martins, Artistic Director and Joint Chief Executive, Freedom Festival Arts Trust

Got a project in mind? Let's talk.

Talk To Us