Golden Gekko - It's all about mobile apps
 

Golden Gekko - It's all about mobile apps

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Golden Gekko has developed 100+ Mobile Apps with more than 10 million downloads in 12 months. Learn more about best practice, case studies and what makes a successful mobile app!

Golden Gekko has developed 100+ Mobile Apps with more than 10 million downloads in 12 months. Learn more about best practice, case studies and what makes a successful mobile app!

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Golden Gekko - It's all about mobile apps Golden Gekko - It's all about mobile apps Presentation Transcript

  • About Golden gekko
    "We provide the creative mobile content behind the banner, engaging consumers by delivering downloadable applications."
    Founded in 2005 and profitable since 2007
    Based in the UK with offices in Cambodia (development), Sweden, Spain and the U.S.
    Working with media and digital agency partners across Europe and US
  • Golden Gekko – Top app developer
    100+ mobile applications delivered in the last 12 months
    Award winning apps for Unilever/Lynx, Perfetti, Absolut Vodka, Universal Pictures and more
    Preferred app development partner to 200+ media agencies
    Applications optimised and tested across 2000+ devices including Java, Symbian, Windows Mobile, iPhone, Android, Blackberry, LiMo, Palm Treo, Vodafone Widget and more
    GG Mobile Media Engine enables rapid, scalable and cost efficient mobile app development
  • The Golden Gekko Product portfolio currently consists of 2 core platforms that all our products & services are based upon
    Product portfolio
    Projects delivered by GG
    Mobile Brochure Creator
    Mobile Data Collection
    Developer
    Platform (SDK)
    Services
    GG Mobile Media Engine – Java Framework optimised for over 2000+ devices
    Platforms
    GG Mobile Media Server – Operations platform to host, maintain and report usage on applications, mobile web sites and SMS services
  • Print/On-pack
    Point of Sale
    Events
    Online
    TV
    Newspaper
    Mobile Marketing is everywhere...
    Radio
    Outdoor
    Mobile is rapidly being integrated into multi-channel marketing strategies
    5
  • INSIGHT: Games and apps installed on the phone Have highest usage
    Approx 8-10m apps are downloadedeverydaywhereof 2.3m foriPhone/iTouch
  • MOBILE APPLICATIONS MARKET
    iPhone
    • 1 Bn IPhone downloads in 9 months with over 30.000 apps available
    • Pangea generated $1.8 m in sales of its puzzle game Enigmo Jun to Dec 2008
    • 20+ paid apps generated over 1 m dowloads (> $1 m each) in 2008
    • Apps in #1 position generate approx 50.000 downloads a day at a fee of $0.99
    • iPhone apps in top 10 generate at least 6.000 downloads a day at a fee of $0.99
    • Apple Appstore generated 60-100m USD first 9 months (30% rev share to Apple)
    Other platforms (Java, Palm, Android, WM, Symbian, etc)
    • More than 4 Bn non-Iphone apps downloaded in 9 months from Carriers, Device manufacturers and independent app-stores in same markets with more than 50.000 apps available
    • 10+ new app stores (Blackberry, Nokia Ovi, Samsung, etc) launched non-iPhone apps and rapidly increasing with all carriers launching appstores
    • 90% of all devices worldwide support Java
  • Insights into paid APPS on iTUNEs
    Top 10 paid apps on iTunes 2008
    Koi Pond
    Texas Hold’em
    Moto Chaser
    Cash Bandicoot: Nitro Kart 3d
    Super Monkey Ball
    Cro-Mag Rally
    Enigmo
    Pocket Guitar
    Recorder
    iBeer
    Conclusions from analysis
    • If you want to make buckets of money as a developer, make entraining games.
    • Don't be greedy. You can easily make up for in volume what you lose in price.
    • Continue to improve and fix bugs over time to keep generating revenue.
  • INSIGHT: THE SIDE LOADING TREND
    Consumer behaviour trends
    Consumers are connecting their phones and music players to the PC to transfer music
    Bluetooth is more and more widely used
    iPhone app store a great success
    Result
    Explosive growth in app downloads with 250m+ app downloads worldwide every month
  • Case Studies
  • Lynx effect
    Challenge
    The BBH brief from BBH was to produce a fun, innovative and award winning campaign based on the Lynx Effect brand campaign online. BBH provided about 20 ideas to start with.
    Solution
    Mobile flirting tools for boys as part of the campaign including Lynx FX (Soundboard), Fit Girlfinder, Perfect Man Revealed, Say Cheese, Spin the Bottle and Chat-up Lingual.
    Also include wallpapers and videos of how to use the service
    Distributed across the line including SMS shortcode, Mobile Website, Viral, Community Seeding and Side Loading
  • Lynx effect
    Result
    The campaign received more awards and publicity than any mobile campaign before in the UK.
    Over 150k downloads in the UK first three monthswith over 50% viral
    Each customer has shared the application with 4+ other people
    Click on image for video:
    Awards
    Creative Agency: BBH
    Client: Unilever/Lynx
    • Best use of mobile in branding Global – MMA 2008
    • Best use of mobile in branding W Europe – MMA 2008
    • 1 pencil at D&AD awards 2008
  • Air action Vigorsol - cippi
    Background
    Vigorsol’s advertising annually shocks and surprises
    Objective to build brand awareness and more specifically to engage with digitally literate 15 to 24 year old Italians.
    Online viral campaign a huge success in Italy
    Challenge
    User generated content based on the online Cippi campaignwas already popping up for mobile.
    The brief from BBH was to develop a fun mobile application based on the Cippi character.
    Click on image for video!
  • Air action Vigorsol - cippi
    Distributed via Web, Mobile Web, Vodafone Italy, MMS campaign, viral and community seeding / sideloading
    Cippi supports more than 90% of the active phones on the European market.
  • Air action Vigorsol - cippi
    Launched on the 21st of June 2007 in Italy
    Far exceeded expectations with over 2m registered succesful downloads to date
    80% of downloads through viral recommendations and communities.
    Over 250.000 ringtones, video tones and animations downloaded
    Shown on two Italian TV shows
    Resulted in the launch of a mobisode series the following year
    Awards
    Creative Agency: BBH
    Client: Perfetti van Melle
    • Best use of mobile – BIMA awards 2007
    • Immature application of the year award - 2007
    • Mobile agency of the years – Mobile Marketing Awards
    • Best use of mobile in branding nomination – MMA 2008
  • Absolut Drinks on the Mobile
    • Background
    • Absolut Vodka is world famous for their advertising
    • Objective to give customers a valuable tool to strengthen brand loyalty
    • Challenge
    • In Dec 2006 Golden Gekko was asked to deliver Absolut Drinks for the mobile to be offered as a VIP service to US customers in the spring of 2007
  • Absolut Mobile - Today
    Key benefits:
    • Considered a service and not marketing
    • Works on 75% of mobile devices in US and 95% in Europe
    • Viral effect
    • Downloaded to the phone and used 3-4 times more than a mobile Internet site
    Key features
    • 1000 drink recipes
    • Home bar search
    • Random search
    • Top lists
    • Bartender mixer videos
    • Ringtones
    • Wallpapers
    • Bookmarking
    • Forward to a friend
  • Absolut Mobile - Results
    100.000+ downloads of Absolut Drinks on the Mobile and 250k+ users
    The service is still going strong and has been extended to a SMS drinks service and a mobile website
    Absolut is now investing in an iPhone application as well
    Awards
    Agency: Great Works
    Client: Absolut Vodka
    • Best use of mobile in branding North America – MMA 2008
  • Malibuisland Bowling
    Client – Malibu Kahlua (USA)
    Iphone and java based bowling game to promote Malibu’s two flavors: coconut and melon
    FEATURES
    Malibu branded bowling game
    User bowls against Malibu bottles instead of pins
    Modes for one and two players
    Selection of the ball (coconut or melon)
    Selection of game background (one of five)
    Game launched and available in the USA and Canadian AppStore with over 500.000 downloads in the first month
  • Mini Openness
    Client – Mini (UK)
    Iphone based application to promote the launch of Mini R57 convertible
    FEATURES
    Mini convertible car show
    Application determines user’s level of “openness” and recommends a suitable venue
    Details, address, coordinates of the venue are shown
    The application determines user’s position by GPS to provide the map and exact route to the venue
    Application launched and available in the UK AppStore
  • Radio rock & theunborn
    • Client – Universal (UK)
    • Iphone based application to promote the “The Boat that Rocked ” movie
    • FEATURES
    • “Top Trumps” concept based game featuring movie characters
    • “Top Trumps” cards include character summary, character picture and features
    • A selection of single player mode (play against the application ) or two players mode
    • Movie trailer and movie stills gallery and sound clips
    Application launched on 4 territories, localized versions available on the UK, German, Italian and USA AppStores.
    http://tinyurl.com/bsoulo
  • Client – Universal (UK)
    Iphone based application to promote “the Unborn” movie
    FEATURES
    Interactive movie poster, with hidden content
    Possibility to wipe off the steam from the mirror, to reveal hidden, terrifying elements
    “Horror trigger” a scary phonecall from the evil twin who delivers his message and hangs up
    Production notes
    Synopsis
    Special release movie trailer and additional unique video
    Movie stills gallery
    Application launched in English and Spanish version in the UK and Spanish spoken territories’ AppStore http://tinyurl.com/ape524
    TheUnborn
  • Chrimbell
    Client – Ogilvy (UK)
    Iphone based Christmas caroling application
    FEATURES
    Possibility to choose one of 3 different bells
    Possibility to choose one of 5 different carols
    While the user moves the application as if it was a bell, chimes can be heard which if done in correct tempo make up for the chosen carol
    Single and multiplayer modes
    Application available in AppStore worldwide. http://tinyurl.com/6re6wa
  • Client – Jack Daniel’s (ES)
    Iphone based application promoting a series of JD’s Backstage parties
    FEATURES
    Possibility to take a “How much of a rock star you are” test
    Possibility to choose one of 3 different instrument s (keyboard, drums and guitar)and jam with friends to create a iPhone rock band
    Information about JD’s backstage parties in Spain
    Application available in AppStore worldwide.
    Jack daniel’sBackstage
  • Nokia N5800 Mobile Website
    Background
    Nokia wanted to do something out of the ordinary with the launch of the Nokia N5800 (Nokias first touch screen phone)
    Solution
    Fully graphical mobile website design optimised for higher end phones with a great experience including touch screen navigation
    Simple landing page with videos, ringtones, music and phone images
    Result
    Over 100k to the mobile website during the campaign with users saying the campaign was innovative and demonstrating the N5800 experience
  • Other case studies
    Quit Smoking Campaign
    Sonet Movie-campaign
    Mobile Quit-smoking-program for Novartis/Nicotinell promoted through the line incl TV-adverts in 4 countries winter 06/07 and in the UK January 2008
    Viral campaign launched with Sonet Film in partnership with leading social network Playahead to promote the movie Du & Jag Oct 06. 80% of all downloads were viral distribution.
  • More screenshots from projects
    Vodafone Champions League
    Nicotext Microbooks
    Kiwi Shoe-a-holic
    Paramount - Disturbia
    Playahead (2nd largest online community in Scandinavia)
    Cadbury - Stimorol
    Idol Manager 2007
    Mobile Coupons, Swe
  • More screenshots from games
    Classic bricks game customised by brand
    Zombies launched in 2008
    Triopsy puzzle game
    Gisaku fighting game
  • Apps to download
    To download some sample applications visit
    From your mobile:
    http://goldengekko.com/mob
    iPhone applications from iTunes
    The Unborn: http://tinyurl.com/ape524
    The boat that Rocked: http://tinyurl.com/bsoulo
    Chrimbell: http://tinyurl.com/6re6wa
    Mobile examples from PC:
    http://p.mobile9.com/goldengekko/gallery/
  • Key sucess factors
  • How to create a successful Mobile Marketing Campaign.
    3. Deliver
    4. Measure & Evaluate
    • Report results (also ongoing)
    • Tweak campaign ongoing
    • Get customer feedback
    • Recommendation on how to optimise and improve the next campaign
    • Reporting can include everything from page views, downloads and unique visitors to frequency of use, most popular parts of the service and much more.
    • App Builder Report
    • Number of successful downloads per day and month
    2. Delivery method
    1. Agree objective & scope
    • Campaign concept/scope
    • Measurable objectives
    • Integration with overall marketing mix
    • Segmentation, demographics and geographic
    • Mobile distribution strategy
    • Key milestones for delivery, evaluation, etc
    Pilot campaign
    Bespoke solution
    (bigger budgets)
    A.
    Launch campaign
    Existing GG Product
    (medium budget)
    B.
    • 3-10 weeks delivery time depending on complexity, response times by client, iterations and customer feedback loops
    Mobile App Builder
    (low cost)
    C.
    Create and deploy a mobile brochure yourself in less than an hour through the GG Mobile App Builder
  • 4 Steps to success
    1
    2
    3
    AWARENESS
    ACTION/PURCHASE
    ENGAGEMENT
    4
    FEEDBACK & ENCOURAGE LOYALTY
  • Drivingmobile marketing ROI
    Transactions
    Mobile coupons
    Sample redemption
    Digital service Sales
    Information
    Store finders
    Productinfo
    Mobile content: Videos, wallpapers
    ROI
    Interactivity
    Games
    Widgets
    Quizes
    Sweepstakes/Voting
    User generated content
    Display
    BannerS, Links & Push SMS
    engagement
  • Key success factors
    Fun and/or relevant engaging campaigns deliver great results
    Quality & Reliability including over 90% handset coverage
    User experience and design – Wow factor (comparable to iphone or blackberry)
    Distribution strategy (banners, viral, etc) to reach the target audience
  • THANK YOU!
    Playmobile 2.0
    GeoMe
    Audi
    Self-Care Avatar
    Vodafone Spain
    Ferrari Poker game
    Burn / Coca Cola
    Blog app