The Miss Uganda pageant started in 1967, with the winner always participating at the Miss World pageant. The Miss Uganda Foundation, organizers of the annual contest, has introduced the Miss Uganda App, the first of its kind in Uganda, with the view to digitizing and monetizing the rich content it produces each year during the Miss Uganda pageant and also provide a platform to the general public to engage with the brand via voting for their favorite contestants. The App also allows users to browse through contestants’ photos and videos, read their profiles and follow behind the scene events leading to the finals of the pageant - which ordinarily would not have been open and visible to the general public.