How Brands Are Marketing With Apps Branded Apps Companion Apps Revenue Apps Mobile Ads on Apps: current debate on the topic Suggested App of the Week 1 Maeve Eggers - Linda Martelossi
Branded Apps A mobile application that is created by or sponsored by a company to increase its brand awareness, drive consumer interest and to market a brand Different types of branded app: o Those that let the user engage with or purchase their product (Starbucks, Zipcar) o Those that provide a useful or entertaining service associated with the brand - can "live" on its own but putting your brand on it brings an advantage to overall brand equity (Nike+iPod, Stanley Level) 2 Maeve Eggers - Linda Martelossi
Companion Apps An app that can isnt your brand but can drive users to your brand o Location-based service apps (Yelp, Urbanspoon, Layar) o Product and Price Comparison apps (Amazon Price Check, Google Goggles) o Entertainment and Lifestyle (Virtual Mirror) 3 Maeve Eggers - Linda Martelossi
Revenue Apps An app that the user pays for The app itself is whats being marketed Games are the most common type of revenue app 4 Maeve Eggers - Linda Martelossi
Mobile Ads on Apps iAd is the mobile version of Google Adwords and it’s owned by Apple Inc. iAd can reach millions of iphone, ipad and ipod touch users around the world in their favorite apps. Each ad is shown only to the right customers that will be potentially interested in a specific brand. iAd can be applied to both free and paid app. iAd is not as much developed as internet advertising because it’s still at its early stages. The sure thing is that iAd is growing but it’s not certain yet what the destiny of this platform is going to look like. The most skeptical people about iAd are the developers because they don’t see a ROI on free app. 5 Maeve Eggers - Linda Martelossi
Debate on iAd The entry barriers are very high, Apple set a very high price to be considered as a iAd user ($1million). This cuts out a big portion of small developers. Beside the high entry barriers the debate that developers raised is that they don’t want the App space to become like the internet (where users get bombarded of unwanted advertising) since an app is an isolated portion of web that provides info only of a specific topic users downloaded the app for. Developers are also saying that there’s no short-term ROI on free app since the company is paying to advertise an app that users can download for free. 6 Maeve Eggers - Linda Martelossi
Suggested App of the WeekBowers & Wilkins challenged Aurnhammer to develop a mobile experience thatwould enhance the launch of their new product; the Zeppelin Air. UtilizingApples AirPlay(R) technology, Aurnhammer designed and developed theZeppelin Air App. Now you can air your tunes, share your tunes and hear yourtunes like never before. The Zeppelin Air App creates a shared wireless playlistbetween iOS devices, allowing users to build a social music community for theZeppelin Air. Although the Zeppelin Air App was built to extend the enjoyment ofthe Zeppelin Air, the social music playlist works with most audio players.http://www.aurnhammerllc.com/home.html 7 Maeve Eggers - Linda Martelossi
Integrated Social Media Campaign:Macy’s “Believe” Annual “Believe” campaign runs in stores across the country during the holiday season to support the Make-A-Wish Foundation ® Inspired by the editorial “Yes, Virginia, there is a Santa Claus,” and the animated holiday movie, “Yes, Virginia.” Children bring letters to Santa Claus to Macy’s to drop into Santa letterbox at special Believe Stations and Macy’s donates $1 to the Make-A-Wish Foundation for each letter (up to $1,000,000). 8 Maeve Eggers - Linda Martelossi
History of Macy’s “Believe”and Social Media Year Media Used Features of the campaign Electronic Believe Meter, Downloadable TV spots, print ads, full letter kit with Santa letterhead, "Be page reprints of the 2008 Claus" widget that allowed customers to "Yes, Virginia" editorial, upload a photo and design themselves as Macy’s microsite. Santa. “Tell Us Why You Believe” short essay contest where participants could enter in TV spots, print ads, 2009 the form of letter, photo or video. Macy’s Macy’s microsite also gave gift cards to several parenting blogs to award their readers. Macy’s Facebook page fans could play an online game (to raise funds for the Make- TV spots, print ads, A-Wish fundation). On the Macy’s 2010 Macy’s microsite “Believe” microsite, they posted celebrity + FB page letters to Santa which could be shared 9 Maeve Eggers - Linda Martelossi via social media.
Appy Holidays:Macy’s “Believe-o-Magic” App This year’s campaign’s primary social media focus is an augmented reality holiday app for smartphones and iPad Lets you pose with fully-animated, life-size characters from Macy’s animated holiday classic “Yes, Virginia” at in-store Believe Stations Choose characters, take photos and customize a virtual Christmas card Share your photos and greeting cards to Facebook and Twitter and via email. 10 Maeve Eggers - Linda Martelossi
Macy’s Believe Video Campaign The featured video on Macy’s YouTube channel promotes the “Believe-o- Magic” app Partnered with YouTube-launched celebrity Justin Bieber who Macy’s partnered with for Black Friday events, donating $2 to the Make-A-Wish Foundation for every Justin Bieber Someday perfume set sold Media videos about the “Believe-o-Magic” app are reposted on blogs and YouTube 11 Maeve Eggers - Linda Martelossi
Video Believe-o-Magic Maeve Eggers - Linda Martelossi 12
Macy’s “Believe” Facebook Campaign The 2011 campaign uses Facebook to support The “Believe-o-Magic” app with a photo contest Users who like Macy’s FB page can upload their Believe-o-Magic image to the Facebook wall Each week users will vote on their favorite image (by liking the photo). The winning photo will be featured as Macy’s profile picture for the week 13 Maeve Eggers - Linda Martelossi
Macy’s “Believe” Location-BasedCheck-In Campaign The “Believe” campaign’s Santa Tour kicks off at the Macy’s Thanksgiving Day Parade Foursquare users that follow Macy’s and check in at the Thanksgiving Parade unlock a Macy’s Parade badge and specials This year Macy’s partnered with Aflac, who will sponsor the Santa Tour and mobile check-ins. For every consumer who checks-in at Macy’s via foursquare through Dec. 24, Aflac will donate $1 to The Aflac Cancer Center and Blood Disorders Service of Children’s Healthcare of Atlanta. 14 Maeve Eggers - Linda Martelossi
Suggested App of the Weekhttp://itunes.apple.com/us/app/macys-believe-o-magic/id473331010?mt=8 15 Maeve Eggers - Linda Martelossi
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.