“ So you want to build a  top-ranking mobile app?” Richard Pentin,  Group Planning Director, TMW HOW TO BUILD MOBILE BUZZ
<ul><li>TITLE 1 : example, example, example </li></ul><ul><li>Example, example, example, example, example </li></ul><ul><l...
BARRIERS TO SUCCESS but whilst the app opportunities are endless,  the barriers to success are considerable.
The number of apps has grown exponentially since 2009, making it much harder to generate standout  GROWTH OF APPS (2009 – ...
Incorporating the latest technological advancements in mobile may have a positive impact on brand perceptions…  … but ofte...
APP USAGE  (2010) Chasing downloads is only half the battle. Maximising usage over time is also key. USAGE 1 in 4 mobile a...
Return on Investment should not just factor dev costs but promotional costs too.  Both of which can be considerable. RETUR...
It’s tempting to build fancy mobile apps  before  putting the foundations in place. No point generating buzz if your mobil...
MOBILE APP SUCCESS IS ELUSIVE <ul><li>There’s no secret formula for viral success. </li></ul><ul><li>Creating an app with ...
2 STRATEGIC APPROACHES TO BUZZ GENERATION Mobile app is intrinsic to integrated campaign Leverage owned, paid and earned m...
INFINITI OVERVIEW <ul><li>Infiniti is the luxury division of Nissan </li></ul><ul><li>Officially established in North Amer...
1  LINEAR STRATEGY There were plenty of mobile apps  Infiniti  could  have developed  to get onto the app charts…
INSERT CONCEPTS
 
 
If infinit’s sole objective was to create a top-ranking app with maximum buzz, then maybe, just maybe,  one of these leftf...
ADEYAKA Award-winning international customer magazine “ So far the best magazine app available on the iPad bar none!!!” iT...
1  LINEAR STRATEGY INFINITI IPHONE APP OBJECTIVE: To nurture prospects and drive consideration  through interactive produc...
BUILDING MOBILE APP BUZZ 1  LINEAR STRATEGY OWNED MEDIA EARNED MEDIA WEBSITE IPHONE SECTION WEBSITE  SHOPPING TOOLS MOBILE...
NISSAN SKI CHALLENGE ‘PROVE IT’ MOBILE APP 2  360  STRATEGY <ul><li>OBJECTIVES:  </li></ul><ul><li>Tackle trust deficit an...
NISSAN SKI CHALLENGE ‘PROVE IT’ MOBILE APP 2  360  STRATEGY <ul><li>OBJECTIVES:  </li></ul><ul><li>Tackle trust deficit an...
NISSAN SKI CHALLENGE ‘PROVE IT’ MOBILE APP 2  360  STRATEGY View video >> <ul><li>OBJECTIVES:  </li></ul><ul><li>Tackle tr...
2  360  STRATEGY OOH/BILLBOARD CAMPAIGN MOBILE ADVERTISING DIGITAL ADVERTISING NISSAN WEBSITE PROMOTION PROVE IT FACEBOOK ...
SO TO SUMMARISE… Mobile app is intrinsic to integrated campaign Leverage owned, paid and earned media to promote mobile ap...
LOOKING AHEAD TO THE FUTURE… INFINITI VETTEL DEMO APP Using AR, activate a Virtual Vettel Experience where he can talk thr...
MOBILE GAMING High-end tablet racing game Twin iPhone racing game using IPAD as race circuit LOOKING AHEAD TO THE FUTURE…
LOOKING AHEAD TO THE FUTURE… and mobile telematics…
<ul><li>Credits: </li></ul><ul><li>Infiniti Adeyaka iPad app created by K öckritzdörrich GmbH Agentur für Kommunikation </...
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How to create buzz around mobile apps

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Presentation developed for the EGB Mobile & Social Media Conference 2011 in Paris. It outlines two strategic approaches to generate buzz for mobile apps.

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How to create buzz around mobile apps

  1. 1. “ So you want to build a top-ranking mobile app?” Richard Pentin, Group Planning Director, TMW HOW TO BUILD MOBILE BUZZ
  2. 2. <ul><li>TITLE 1 : example, example, example </li></ul><ul><li>Example, example, example, example, example </li></ul><ul><li>Example, example, example, example; etc. </li></ul><ul><li>Example, example, example, example, example </li></ul><ul><li>Example, example, example, example; etc. </li></ul>Video camera Phone MP3 player Wireless connectivity Storage The modern smartphone has come a long way… SOURCE: www.poke.co.uk
  3. 3. BARRIERS TO SUCCESS but whilst the app opportunities are endless, the barriers to success are considerable.
  4. 4. The number of apps has grown exponentially since 2009, making it much harder to generate standout GROWTH OF APPS (2009 – 2011) COMPETITION
  5. 5. Incorporating the latest technological advancements in mobile may have a positive impact on brand perceptions… … but often at the expense of reach . MAXIMISING REACH REACH LIMITED APPEAL OF MANY BRANDED MOBILE APPS
  6. 6. APP USAGE (2010) Chasing downloads is only half the battle. Maximising usage over time is also key. USAGE 1 in 4 mobile apps are never used again
  7. 7. Return on Investment should not just factor dev costs but promotional costs too. Both of which can be considerable. RETURN ON INVESTMENT ROI
  8. 8. It’s tempting to build fancy mobile apps before putting the foundations in place. No point generating buzz if your mobile strategy is not geared to convert this interest into tangible leads or sales. So it’s important to build mobile sites before mobile apps so that you can migrate interest to other sales channels. CONVERTING BUZZ INTO LEADS FOUNDATIONS
  9. 9. MOBILE APP SUCCESS IS ELUSIVE <ul><li>There’s no secret formula for viral success. </li></ul><ul><li>Creating an app with strong Entertainment or Utilitarian Value is no longer enough </li></ul><ul><li>The mantra “Build it and they will come” no longer applies. </li></ul><ul><ul><ul><li>A coherent communication strategy to generate mobile app buzz is a necessity, not a ‘nice-to-have’. </li></ul></ul></ul>ELUSIVENESS (EV + UV) x 1/n ≠ Success³ EV = Entertainment Value UV = Utilitarian value
  10. 10. 2 STRATEGIC APPROACHES TO BUZZ GENERATION Mobile app is intrinsic to integrated campaign Leverage owned, paid and earned media to promote mobile app MOBILE APP 1 LINEAR STRATEGY 2 360 STRATEGY CASE STUDY CASE STUDY
  11. 11. INFINITI OVERVIEW <ul><li>Infiniti is the luxury division of Nissan </li></ul><ul><li>Officially established in North America in 1989 but now has operations in Middle East, South Korea, Russia, Taiwan, China and Europe </li></ul><ul><li>230 dealers in over 15 countries </li></ul><ul><li>Performance & hospitality lies at the heart of the brand </li></ul>INFINITI TARGET AUDIENCE <ul><li>Independent, self-made individuals </li></ul><ul><li>Entrepreneurial </li></ul><ul><li>Well travelled, affluent lifestyle </li></ul><ul><li>Curious and open minded </li></ul><ul><li>High smartphone (50%+) & ipad penetration </li></ul>1 LINEAR STRATEGY
  12. 12. 1 LINEAR STRATEGY There were plenty of mobile apps Infiniti could have developed to get onto the app charts…
  13. 13. INSERT CONCEPTS
  14. 16. If infinit’s sole objective was to create a top-ranking app with maximum buzz, then maybe, just maybe, one of these leftfield concepts may have come to fruition! But as a premium brand, Infiniti’s mobile app strategy had to fulfil other objectives…
  15. 17. ADEYAKA Award-winning international customer magazine “ So far the best magazine app available on the iPad bar none!!!” iTunes Store United Kingdom ADEYAKA IPAD APP Interactive lifestyle content 1 LINEAR STRATEGY INFINITI IPAD APP OBJECTIVE: To create quality ”face time “ with the brand that enables Infiniti to deliver complex, multi-facetted brand messages to their target audience in an inspiring, credible and attractive way in a premium-brand context. Video demo >>>
  16. 18. 1 LINEAR STRATEGY INFINITI IPHONE APP OBJECTIVE: To nurture prospects and drive consideration through interactive product demonstration plus mobile access to ongoing video content from Infiniti (ie Mobile CRM) <ul><li>Explore product range with interactive tools – colour configator, spec sheet, 360 spin, video and photo gallery </li></ul><ul><li>Listen to live engine sounds </li></ul><ul><li>Receive updated video content from Infiniti on regular basis </li></ul><ul><li>Shopping tools (request a test drive, brochure request, find nearest dealer) </li></ul>Video demo >>>
  17. 19. BUILDING MOBILE APP BUZZ 1 LINEAR STRATEGY OWNED MEDIA EARNED MEDIA WEBSITE IPHONE SECTION WEBSITE SHOPPING TOOLS MOBILE WEBSITE FACEBOOK UPDATES PR & WOM E-CRM (NEWSLETTER & EMAIL TEMPLATES) “ Top app had it as long as my iPhone! Love the engine noises…” “ This is what I was expecting from an ipad magazine.” iTunes Store Germany
  18. 20. NISSAN SKI CHALLENGE ‘PROVE IT’ MOBILE APP 2 360 STRATEGY <ul><li>OBJECTIVES: </li></ul><ul><li>Tackle trust deficit and support the umbrella brand-building ‘Prove it’ campaign </li></ul><ul><li>Address and connect with the skiing community </li></ul><ul><li>Build awareness and create positive engagement of Qashqai </li></ul><ul><li>PROVE IT CHALLENGE </li></ul><ul><li>Users invited to participate in the Prove It Challenge by proving they are tough like Nissan Qashqai </li></ul><ul><li>App encouraged skiers/boarders to record videos of their tricks and publish video entries to rest of Prove It community on Facebook </li></ul><ul><li>Chance to win a new Qashqai </li></ul><ul><li>. </li></ul>
  19. 21. NISSAN SKI CHALLENGE ‘PROVE IT’ MOBILE APP 2 360 STRATEGY <ul><li>OBJECTIVES: </li></ul><ul><li>Tackle trust deficit and support the umbrella brand-building ‘Prove it’ campaign </li></ul><ul><li>Address and connect with the skiing community </li></ul><ul><li>Build awareness and create positive engagement of Qashqai </li></ul><ul><li>COMMUNITY FEATURES </li></ul><ul><li>Includes Ski Resort Guides and interactive 3D maps of 45 European ski resorts, including Tignes, Chamonix and Mayrhofen. </li></ul><ul><li>In-built GPS enabled iPhone users to locate themselves as well as their friends on the slopes. </li></ul><ul><li>Ability to schedule meet-ups on the slopes </li></ul><ul><li>Mountain Restaurant reviews </li></ul><ul><li>Access to Prove It community on Facebook </li></ul>
  20. 22. NISSAN SKI CHALLENGE ‘PROVE IT’ MOBILE APP 2 360 STRATEGY View video >> <ul><li>OBJECTIVES: </li></ul><ul><li>Tackle trust deficit and support the umbrella brand-building ‘Prove it’ campaign </li></ul><ul><li>Address and connect with the skiing community </li></ul><ul><li>Build awareness and create positive engagement of Qashqai </li></ul><ul><li>QASHQAI PRODUCT DEMONSTRATION </li></ul><ul><li>The app also enables users to check the Qashqai & Qashqai+2 models in 3D, through  interactive 360 spins and photo galleries. </li></ul>
  21. 23. 2 360 STRATEGY OOH/BILLBOARD CAMPAIGN MOBILE ADVERTISING DIGITAL ADVERTISING NISSAN WEBSITE PROMOTION PROVE IT FACEBOOK COMMUNITY PR WORD OF MOUTH SHARED COMPETITION VIDEOS ON FB CRM MOBILE APP BUZZ GENERATION 360 º SPONSORSHIP MOBILE WEBSITE
  22. 24. SO TO SUMMARISE… Mobile app is intrinsic to integrated campaign Leverage owned, paid and earned media to promote mobile app MOBILE APP 1 LINEAR STRATEGY 2 360 STRATEGY
  23. 25. LOOKING AHEAD TO THE FUTURE… INFINITI VETTEL DEMO APP Using AR, activate a Virtual Vettel Experience where he can talk through the performance USPs of that particular car. Add a virtual dimension to print and DM activity
  24. 26. MOBILE GAMING High-end tablet racing game Twin iPhone racing game using IPAD as race circuit LOOKING AHEAD TO THE FUTURE…
  25. 27. LOOKING AHEAD TO THE FUTURE… and mobile telematics…
  26. 28. <ul><li>Credits: </li></ul><ul><li>Infiniti Adeyaka iPad app created by K öckritzdörrich GmbH Agentur für Kommunikation </li></ul><ul><li>Infiniti in Motion iPhone app created by TMW </li></ul><ul><li>Nissan Ski Challenge Prove It app created by DNA and Phonevalley </li></ul>THANK YOU
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