London And Partners
The Paddington Trail

BRAND: Visit London
CONTEST: The Paddington Trail
TYPE: Photo Contest

Key Stats

  • 2.1M Social Reach
  • 80K+ Entries
  • 255K Fan Votes


Visit London is the official board that promotes and markets London as one of the World’s most premier tourism destinations.They used BeeLiked to create a contest around the new Paddington Bear film, featuring some of London’s most iconic locations in the process to boot.

Creating a Paddington-themed treasure trail, fifty Paddington statues were placed across London close to key cultural and landmark hotspots. Each bear was customised by designers including artists and celebrities. The bears were then sold at auction after the campaign with the money going to children’s charities.

Entrants were invited to find as many of the differently designed bears as they possibly could by giving away a dream trip to London Visit London was able to inspire over 80,000 people to market their brand on Twitter, Instagram, and Facebook to win the grand prize.


The campaign used the Photo Contest campaign on BeeLiked with voting functionality and data collection.


The Paddington Trail helped to raise in the region of £950,000 for NSPCC Childline and Action Medical Research. Over 350,000 explorers used Visit London’s campaign pages to plan their trail with over 80,000 people sending in photos via the #hashtag and 250,000+ votes on the most popular snaps!

“Visit London used the BeeLiked platform for the Paddington Trail campaign in order to create a hub for all our competition entries. We were amazingly impressed with how easy it was to set up the photo competition tool, and how much we could skin it to look like our own website. The platform itself was incredibly useful to track all entries, and eventually build a beautiful gallery of images that we were then able to share on our social media channels. We would recommend BeeLiked to any company looking to create slick, easy-to-use campaigns.”

Sha Gorur – Social Media Manager

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