Birdy is a spec mobile app developed for REI that works like Shazam, but for bird songs. Using listening identification technology, it listens to the bird's song and identifies the bird.
Recreational outdoorsy people would use this on a hike or even in their backyard.
How to use:
Birdy will have a data base of birds organized by regions. After you enter your location Birdy identifies the bird it hears and gives the user a detailed description of the bird. Then, you can save the song and share it on your networks like Facebook or Twitter.
Promotions + community building:
Facebook will have an REI sponsored page where a community is built. . Each week there will be a different contest. An example would be a challenge for the first 20 people to identify a certain bird in their geographic area. Such as: "First 20 people to find a "Black Phoebe" in Arizona will receive a 20% off coupon at your nearest REI store."