When Calls the Heart connects with the Hearties

If you’re not already familiar with When Calls the Heart, you should be! It is a wildly popular television show that airs on the Hallmark Channel in the US. Since the show began airing in 2014, it has developed an incredibly committed fan base known as the Hearties. When Calls the Heart, now heading into its 5th season, is the story of a young teacher Elizabeth Thatcher (Erin Krakow) and her move to the coal mining town of Coal Valley.

In the show, Elizabeth Thatcher, a young teacher accustomed to her high-society life receives her first classroom assignment in Coal Valley, a small coal-mining town in Western Canada. There, life is simple—but often fraught with challenges. Elizabeth charms most everyone in Coal Valley, except Royal North West Mounted Police Constable Jack Thornton (Daniel Lissing). He believes Thatcher’s wealthy father has doomed the lawman’s career by insisting he be assigned in town to protect the shipping magnate’s daughter.

Living in this 1910 coal town, Elizabeth must learn the ways of the Canadian frontier movement if she wishes to thrive in the rural west on her own. Lori Loughlin portrays Abigail Stanton, whose husband, the foreman of the mine, and her only son—along with 44 other miners—have recently been killed in an explosion, which turns out to have been a tragic accident waiting to happen—a result of the mining-company site manager’s irresponsible management and lack of due care in his management of the mine. The newly widowed women find their faith tested when they must go to work in the mine to keep a roof over their heads, food on the table, and compile a wage for the town’s teacher.[9]


Zipline was hired to help build a deeper connection between the show and its fans through the power of a mobile application. We worked closely with Edify Films to plan and design a mobile application that engages the audience while also providing a vehicle to share the latest news and information about the show.

The app is the fan’s official connection with the When Calls the Heart frontier. At their fingertips, fans now have a gateway to:

• Exclusive behind the scenes featurettes
• Cast interviews
• Fan recipes
• Bible study guides
• Breaking news and events
• Show updates
• An augmented reality coloring book experience

One of the coolest features of the When Calls the Heart mobile application is the coloring book experience. Fans that own the popular adult coloring books associated with the show can now use the mobile application to scan their coloring books and watch as the pages come to life in full color and even unlock bonus content!

The new mobile application is now available. You can get it in your favorite app store by clicking the appropriate link below. If you haven’t seen the show you can find the first few seasons on Netflix! Click here to jump directly to When Calls the Heart on Netflix.


Ryan Stemkoski

Ryan Stemkoski

Ryan is a Creative Technologist at Zipline Interactive. He has over 15 years of experience planning, designing, developing, deploying, and marketing websites and mobile applications for businesses of all shapes and sizes.

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