A Brief Look at How Brands Use iPhone Apps Today

 A brief look at how brands use iPhone apps today Lauren Mullins, Social Media Intern

Why iPhone applications?
21,170,000 iPhones sold (as of 2 nd Quarter 2009)
100,000 applications in the Apple App Store (as of 11/4/2009)
Over 2,000,000,000 downloads (as of 11/4/2009)

About The Apps
Apps included in this presentation are examples of brands using iPhone application platform in an innovative and/or unique way.
Not all are successful!
Does not include applications that are simply a mobile version of an online product.
Examples: Yelp, Bank of America, NY Times, etc
All applications are authentic brand applications.
Some have been developed by 3 rd party application developers.
All applications are free unless otherwise specified.

Types of Apps
These applications use platforms including, but not limited to:
Games
Quizzes
Ordering Systems
Online Boutiques
GPS Location Services
Videos

Categories
For this presentation, applications have been divided into the following categories:
Restaurants
Clothing/Fashion
Consumer Products
Automotive
Recipes/Cooking
Travel

 RESTAURANTS

Chipotle Ordering
Uses GPS to find nearest Chipotle Mexican Grill.
User can order food on their iPhone and pay with a credit card.
Pick up food from Chipotle without waiting in line.
Manufacturer: Chipotle, Inc.
Average Rating: ★★★ ½
Similar App: Burger King NOW (Online ordering only available in the Flushing, NY area)

Dunkin Donuts: Dunkin Run
Allows the user to do a “Dunkin Run” for their friends.
App compiles orders from friends for the “runner” to fulfill.
The “runner” logs in and starts a run by inviting friends by email address or phone number.
The “runner” & friends import their order into the system.
Application compiles the orders so they can be displayed on the iPhone or printed out.
GPS locates the nearest Dunkin Donuts for the “runner” to fulfill the orders.
Manufacturer: DD IP Holder, LLC
Average Rating: ★★ ½

Pizza Hut: Online Ordering
Uses an ordering format similar to that of Burger King & Chipotle, but with added features.
Order anything from the Pizza Hut menu & fully customize your order.
All orders from the iPhone app automatically save 20%.
Application also includes a “virtual fridge” that displays current coupons & promotions.
Users can also play the “Hut Racer” delivery game while they wait for their order.
Manufacturer: imc2, LLC
Average Rating: ★★★

Taco Bell: Why Pay More! Shaker
Calculates what items on the Taco Bell value menu the user can purchase with their spare change.
User types in a dollar amount and shakes.
Application generates a list of the 79¢, 89¢, and 99¢ that can be purchased with the given amount of money.
Uses GPS to provide the user with the location of the nearest Taco Bell.
Not an online ordering system.
Manufacturer: The Hyperfactory

Starbucks: myStarbucks and Starbucks Card Mobile
GPS locator of nearest Starbucks store.
Create & Share your perfect Starbucks beverages.
Facebook connectivity
Explore Starbucks whole bean coffee & food options
Starbucks’ other app – Starbucks Card Mobile – allows users to view/add to their card balance on the go.
Manufacturer: Starbucks Coffee Company
Average Rating: ★★★ ½ (both apps)

 CLOTHING/FASHION

Gap Inc: Style Mixer
Application allows user to create entire outfits using Gap products
Outfits can be added to the “closet” or can be shared with friends via Facebook connectivity.
View others’ outfits in the “community” tap to gain inspiration or even steal outfits.
Use the application near a Gap store to unlock exclusive discounts.
Manufacturer: Gap, Inc
Average Rating: ★★

Chanel, Dolce & Gabbana, Donna Karen: Fashion Collections
View the latest collection by the specific designer.
Collection images include ready to wear and runway couture.
Insider content, news, etc
GPS Store locator.

PUMA: The PUMA Index
Application is a stock ticker, with a twist.
The DOW index numbers determine the clothing status of the user’s chosen male or female model.
As the DOW numbers go down, the model’s clothes come off.
Application can be shown to any PUMA sales associate for a 20% purchase discount.
Manufacturer: PUMA AG

LL Bean: Moosentration
Twist on the classic game of concentration.
8 picture sets and 3 board types possible.
Offers no promotion or incentive for LL Bean shopping.
Manufacturer: LL Bean, Inc.

Oakley: Surf Report
Check surf conditions of thousands of beaches nationwide.
Learn about what the best conditions are for a given beach.
Find great beaches near you.
Watch videos/Read news/Learn about pro surfing
Manufacturer: Oakley, Inc
Similar App: REI’s Snow & Ski Report; The North Face Snow Report

 CONSUMER PRODUCTS

Barclaycard: Waterslide Extreme
Based on TV advertisement for Barclaycard.
9-stage waterslide racing game.
Uses iPhone accelerometer to stear.
User can use their own music as background music during the game.
Manufacturer: FISHLABS

Benjamin Moore: Ben Color Capture
Works with iPhone camera.
User can match a color in a photo to one of Benjamin Moore’s paint samples.
Shake the app to generate up to 4 coordinating colors.
Can use GPS to locate the nearest Benjamin Moore retailer.
Manufacturer: Benjamin Moore & Co.
Similar App: Sherwin Williams ColorSnap

Anheuser Busch: Budweiser American Ale Finder
Uses GPS & Maps to locate nearby pubs/restaurants/retailers of Budweiser American Ale.
Anheuser Busch offers a similar application for Bud Lite Lime called “Bud Lite Lime Summer Hotspots.”
Manufacturer: Anheuser-Busch, Inc.
Average Rating: ★ ½
Similar App: Guiness PubFinder

Charmin: Sit or Squat
Application is a bathroom finding wiki, with all content being added by its users.
Uses GPS to find nearby restrooms.
Provides ratings, reviews, and pictures of the toilet before you go.
Tells you whether the location is currently open.
Manufacturer: Densebrain

Nike, Inc: NikeiD
Application for NikeiD line of customized Nike products
User can take a picture and user color matching tool to create custom color palette.
Create shoes to match a room, outfit, picture, etc
Create and purchase your design right from the application.
Can search designs created by other application users.
Manufacturer: Nike, Inc

MasterCard: Priceless Picks
“ The world is full of priceless things.”
Application allows users to share their favorite “priceless” places, things, and deals with the world.
“ Priceless” things can be anything from great restaurants to the best bench to view the sunset from.
Pulls in offers/reviews and places them in ‘bubbles’ so the user knows where they are coming from.
Uses GPS to show “priceless” things near the user.
Manufacturer: Mastercard

Coca Cola: Happiness Factory
Game which takes place in the “Happiness Factory” within a Coca Cola machine.
Based on a current TV advertising campaign.
Application is a shooting game where the user shoots “Mortar Men” from a cannon through various hoops.
Facebook connectivity to allow users to publish high scores to their Facebook profile.
Manufacturer: The Coca Cola Company

Coca Cola: Magic Coke Bottle
Shake the Magic Coke Bottle to get an answer to your question.
The Magic Coke Bottle will generate an answer similar to a Magic 8 Ball
Manufacturer: Welikesmall

Kleenex: Kleenex Lotion Tissue FEEL
Kleenex Feelspace is intended to bring the user to a more peaceful place.
Interactive scenes include: ocean water, flower petals, snowfall, and sandpit.
Manufacturer: ideasforiphone, LLC

Pedigree: Shake and Bark
Record your dog’s bark.
Assign bark to a photo of your dog. (Or select from one of the pre-recorded barks.)
Shake the application to hear your dog bark when its picture is displayed.
Read stories about dogs who have been rescued from animal shelters.
Manufacturer: Mars US

Zippo: Virtual Zippo Lighter
Users can customize a Zippo lighter by picking a design and engraving it.
Open and close the lighter with a flick of the wrist
Flame reacts to wind/trying to blow it out.
Manufacturer: Moderati Inc.

Other Notable Consumer Products Apps
NikeiD
Adidas Urban Art
Men’s Health Workouts (Also a Women’s Health edition)
Master Card ATM Hunter
Kodak Gallery
HP iPrint Photo

 AUTOMOTIVE

Audi: A4 Driving Challenge
Application is a game about precision and performance driving.
Not an average “pedal to the metal” driving game.
In order to succeed, the play must master control and use the brake to avoid hitting cones or crashing.
Manufacturer: Audi of America

Toyota: Prius Experience
Tour, Interact, Play, and Draw the Toyota Prius.
Application allows users to take a tour of the 3 rd generation Prius.
Users can interact with the Prius magazine ads.
2 games: A force-based game and a physics-based drawing game.
Manufacturer: Toyota Motor Sales, USA

BMW: Z4 Experience
Application includes 4 games:
Driving Experience (On course driving)
Navigation Experience (Puzzle game)
Art Experience (Create art with the Z4)
Free Driving
Facebook connectivity to share scores & art
Manufacturer: Artificial Life, Inc
Cost: 99¢

Volkswagen: Polo Challenge 3D
Driving game featuring the VW Polo
Can use accelerometer or tap controls
Uses GPS to direct user to nearest VW Dealer for live test-drive.
Manufacturer: FISHLABS

Other Notable Automotive Apps
Nissan Cube
Nissan Murano
GM Mobile
Ford Flex Photo Lab
Mercedes Benz C63 AMG
BMW Sauber F1 Team Racing 09

 RECIPES/COOKING

Whole Foods: Whole Foods Market Recipes
Recipe search featuring Whole Foods-approved recipes.
Recipes feature natural, organic, and healthy products.
Allows user to search for recipes by course, category, dietary restrictions, or by ingredients on hand.
Manufacturer: Whole Foods Market IP, LLC

Betty Crocker: The Betty Crocker Mobile Cookbook
Features Betty Crocker’s most famous recipes.
Can search by course, meal, food type, or ingredients on hand.
Recipes can be emailed to friends.
Step by step recipe instructions with pictures.
Manufacturer: General Mills, Inc

Weber-Stephen: Weber’s On The Grill
Includes 250+ recipes from Weber’s cookbooks including rubs, marinades, and sauces.
Will create a grocery list for recipes
100+ professional grilling tips
Reference guide for cooking times for red meat, fish, poultry, etc.
Videos and information guides to teach user to be a better griller.
Manufacturer: rabble+rouser, inc
Average Rating: ★★★★
Cost: $4.99

Absolut: Drinkspiration
Intelligent drink finder application
Gives drink recommendations based on a variety of categories, including: taste, color, trends, weather, location, and bar vibe.
Twitter and Facebook connectivity to share what you’re drinking with your friends.
World trend list: See what is being ordered around the world.
Download recipes from absolutdrinks.com
Manufacturer: V and S Absolut Spiritis
Similar App: Bacardi MixMaster

Other Notable Recipe Apps
Kraft iFood
Women’s Day Magazine Cooking
Guides By Bravo (Top Chef Recipes)
Hidden Valley Ranch Recipes
Al Roker’s Big Bad Book of BBQ ($15.99)
Spam iCan

 TRAVEL

Virgin Atlantic: Flying Without Fear
Targeted to customers who have a fear of flying.
Includes FAQ, relaxation techniques, fear attack solutions, in-flight experience videos.
Based on Virgin’s longstanding “Flying without Fear” course.
Manufacturer: Mental Workout, LLC
Cost: $4.99

British Airways: BA Flights
Up-to-date information on flight arrival and departures.
View flight schedules and timetables on any given day.
Manufacturer: British Airways Plc

Avis: Avis Reservation App
Real-time reservation application, includes availability of specific models/categories.
Saves user information to expedite future reservations.
Currently works online in airport locations.
Manufacturer: Roundarch, Inc.

Hilton Worldwide: Hilton
Find Hilton hotels using GPS or by city, airport, or address.
Can search other brands in the Hilton group – Conrad, Waldorf-Astoria, Homewood Suites, Doubletree, etc
Separate apps also available for Doubletree and Hampton Inn brands.
Manufacturer: Hilton Hotels Corporation

Other Notable Travel Apps
AAA Travel Deals
Luthansa Airlines
Lonely Planet
Travel Channel GO
Travelocity
Expedia
Hotels.com
ChoiceHotels

How often are these being used?
Only about 20% of users return to use the app the day after it was downloaded .
30 days in, usage is at only about 5% of users.

Usage by Category
Sports applications seem better at retaining use over the short-term; entertainment over long-term.

Branded Applications care about Engagement

Conclusions
The best applications are one that offer users a feature or service they need to use frequently or a game that keeps users engaged.
Many applications get downloaded, used once and either deleted or forgotten about.
Brands need to offer an incentive for users to keep the application on their phone & remember it.
Special discounts or offers for using the application is a good incentive, especially for applications that are simple.

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A Brief Look at How Brands Use iPhone Apps Today

by Engauge on Dec 21, 2009

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A Brief Look at How Brands Use iPhone Apps Today — Presentation Transcript