iPhone apps - Perfect mix of product & entertainment

Apple iPhone apps – Perfect mix of product & entertainment

It is becoming increasingly challenging for a brand to create awareness in a digital environment without having to offer consumers something of value. Gone are the days where a brand could wave a big juicy carrot in a banner ad, and then expect a user to click through. Digital consumers are becoming more intuitive when it comes to offers, and are less likely to connect, in exchange for an application that transforms them into a South Park character. There has to be something of value.

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Having recognised the shift in thinking, brands have now turned to Apple’s iPhone application engine to provide a solution. Through Apple’s App store, companies can now deliver brand sponsored applications that are available as free downloads. The aim is to provide the consumer with a utility that is entertaining, simple, buzz-worthy, and most importantly, not perceived as advertising.

Check out some great examples:

Becks gig finder
http://www.brandrepublic.com/Discipline/Digital/News/948972/Becks-launches-iPhone-app-help-music-fans-find-gigs/

Audi A4 Driving challenge – 370,000 downloads in first 2 weeks of campaign
http://www.autoblog.com/2008/10/04/audi-ships-a4-driving-challenge-iphone-game-v2-0/

Zippo virtual lighter – Held No. 1 ranking in App store
http://downloads.cnet.co.uk/0,39100207,39317803s,00.htm

So, has this exercise been a success so far?
The answer is definitely yes. Since July 2008, 500 million iPhone apps have been downloaded, with an average of 1 million downloads per day. The great news for marketing managers is that apps can be produced in a matter of weeks rather than months, and are a fraction of a cost to produce when compared to traditional branding executions.

If you want to know more about mobile applications, drop me a line at nickb@polestarcommunications.com

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