A Brief Look at How Brands Use iPhone Apps Today


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A presentation on how brands are utilizing iPhone applications in unique or innovative ways. Presentation from Engauge Digital in Atlanta, GA.

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A Brief Look at How Brands Use iPhone Apps Today

  1. 1.  A brief look at how brands use iPhone apps today Lauren Mullins, Social Media Intern
  2. 2. Why iPhone applications? <ul><li>21,170,000 iPhones sold (as of 2 nd Quarter 2009) </li></ul><ul><li>100,000 applications in the Apple App Store (as of 11/4/2009) </li></ul><ul><li>Over 2,000,000,000 downloads (as of 11/4/2009) </li></ul>
  3. 3. About The Apps <ul><li>Apps included in this presentation are examples of brands using iPhone application platform in an innovative and/or unique way. </li></ul><ul><ul><li>Not all are successful! </li></ul></ul><ul><li>Does not include applications that are simply a mobile version of an online product. </li></ul><ul><ul><ul><li>Examples: Yelp, Bank of America, NY Times, etc </li></ul></ul></ul><ul><li>All applications are authentic brand applications. </li></ul><ul><ul><li>Some have been developed by 3 rd party application developers. </li></ul></ul><ul><li>All applications are free unless otherwise specified. </li></ul>
  4. 4. Types of Apps <ul><li>These applications use platforms including, but not limited to: </li></ul><ul><ul><li>Games </li></ul></ul><ul><ul><li>Quizzes </li></ul></ul><ul><ul><li>Ordering Systems </li></ul></ul><ul><ul><li>Online Boutiques </li></ul></ul><ul><ul><li>GPS Location Services </li></ul></ul><ul><ul><li>Videos </li></ul></ul>
  5. 5. Categories <ul><li>For this presentation, applications have been divided into the following categories: </li></ul><ul><ul><li>Restaurants </li></ul></ul><ul><ul><li>Clothing/Fashion </li></ul></ul><ul><ul><li>Consumer Products </li></ul></ul><ul><ul><li>Automotive </li></ul></ul><ul><ul><li>Recipes/Cooking </li></ul></ul><ul><ul><li>Travel </li></ul></ul>
  7. 7. Chipotle Ordering <ul><li>Uses GPS to find nearest Chipotle Mexican Grill. </li></ul><ul><li>User can order food on their iPhone and pay with a credit card. </li></ul><ul><li>Pick up food from Chipotle without waiting in line. </li></ul><ul><li>Manufacturer: Chipotle, Inc. </li></ul><ul><li>Average Rating: ★★★ ½ </li></ul><ul><li>Similar App: Burger King NOW (Online ordering only available in the Flushing, NY area) </li></ul>
  8. 8. Dunkin Donuts: Dunkin Run <ul><li>Allows the user to do a “Dunkin Run” for their friends. </li></ul><ul><li>App compiles orders from friends for the “runner” to fulfill. </li></ul><ul><li>The “runner” logs in and starts a run by inviting friends by email address or phone number. </li></ul><ul><li>The “runner” & friends import their order into the system. </li></ul><ul><li>Application compiles the orders so they can be displayed on the iPhone or printed out. </li></ul><ul><li>GPS locates the nearest Dunkin Donuts for the “runner” to fulfill the orders. </li></ul><ul><li>Manufacturer: DD IP Holder, LLC </li></ul><ul><li>Average Rating: ★★ ½ </li></ul>
  9. 9. Pizza Hut: Online Ordering <ul><li>Uses an ordering format similar to that of Burger King & Chipotle, but with added features. </li></ul><ul><li>Order anything from the Pizza Hut menu & fully customize your order. </li></ul><ul><li>All orders from the iPhone app automatically save 20%. </li></ul><ul><li>Application also includes a “virtual fridge” that displays current coupons & promotions. </li></ul><ul><li>Users can also play the “Hut Racer” delivery game while they wait for their order. </li></ul><ul><li>Manufacturer: imc2, LLC </li></ul><ul><li>Average Rating: ★★★ </li></ul>
  10. 10. Taco Bell: Why Pay More! Shaker <ul><li>Calculates what items on the Taco Bell value menu the user can purchase with their spare change. </li></ul><ul><li>User types in a dollar amount and shakes. </li></ul><ul><li>Application generates a list of the 79¢, 89¢, and 99¢ that can be purchased with the given amount of money. </li></ul><ul><li>Uses GPS to provide the user with the location of the nearest Taco Bell. </li></ul><ul><li>Not an online ordering system. </li></ul><ul><li>Manufacturer: The Hyperfactory </li></ul><ul><li>Average Rating: ★★★ </li></ul>
  11. 11. Starbucks: myStarbucks and Starbucks Card Mobile <ul><li>GPS locator of nearest Starbucks store. </li></ul><ul><li>Create & Share your perfect Starbucks beverages. </li></ul><ul><ul><li>Facebook connectivity </li></ul></ul><ul><li>Explore Starbucks whole bean coffee & food options </li></ul><ul><li>Starbucks’ other app – Starbucks Card Mobile – allows users to view/add to their card balance on the go. </li></ul><ul><li>Manufacturer: Starbucks Coffee Company </li></ul><ul><li>Average Rating: ★★★ ½ (both apps) </li></ul>
  13. 13. Gap Inc: Style Mixer <ul><li>Application allows user to create entire outfits using Gap products </li></ul><ul><li>Outfits can be added to the “closet” or can be shared with friends via Facebook connectivity. </li></ul><ul><li>View others’ outfits in the “community” tap to gain inspiration or even steal outfits. </li></ul><ul><li>Use the application near a Gap store to unlock exclusive discounts. </li></ul><ul><li>Manufacturer: Gap, Inc </li></ul><ul><li>Average Rating: ★★ </li></ul>
  14. 14. Chanel, Dolce & Gabbana, Donna Karen: Fashion Collections <ul><li>View the latest collection by the specific designer. </li></ul><ul><li>Collection images include ready to wear and runway couture. </li></ul><ul><li>Insider content, news, etc </li></ul><ul><li>GPS Store locator. </li></ul>
  15. 15. PUMA: The PUMA Index <ul><li>Application is a stock ticker, with a twist. </li></ul><ul><li>The DOW index numbers determine the clothing status of the user’s chosen male or female model. </li></ul><ul><li>As the DOW numbers go down, the model’s clothes come off. </li></ul><ul><li>Application can be shown to any PUMA sales associate for a 20% purchase discount. </li></ul><ul><li>Manufacturer: PUMA AG </li></ul><ul><li>Average Rating: ★★ ½ </li></ul>
  16. 16. LL Bean: Moosentration <ul><li>Twist on the classic game of concentration. </li></ul><ul><li>8 picture sets and 3 board types possible. </li></ul><ul><li>Offers no promotion or incentive for LL Bean shopping. </li></ul><ul><li>Manufacturer: LL Bean, Inc. </li></ul><ul><li>Average Rating: ★★★ </li></ul>
  17. 17. Oakley: Surf Report <ul><li>Check surf conditions of thousands of beaches nationwide. </li></ul><ul><li>Learn about what the best conditions are for a given beach. </li></ul><ul><li>Find great beaches near you. </li></ul><ul><li>Watch videos/Read news/Learn about pro surfing </li></ul><ul><li>Manufacturer: Oakley, Inc </li></ul><ul><li>Average Rating: ★★★ ½ </li></ul><ul><li>Similar App: REI’s Snow & Ski Report; The North Face Snow Report </li></ul>
  19. 19. Barclaycard: Waterslide Extreme <ul><li>Based on TV advertisement for Barclaycard. </li></ul><ul><li>9-stage waterslide racing game. </li></ul><ul><li>Uses iPhone accelerometer to stear. </li></ul><ul><li>User can use their own music as background music during the game. </li></ul><ul><li>Manufacturer: FISHLABS </li></ul><ul><li>Average Rating: ★★★ </li></ul>
  20. 20. Benjamin Moore: Ben Color Capture <ul><li>Works with iPhone camera. </li></ul><ul><li>User can match a color in a photo to one of Benjamin Moore’s paint samples. </li></ul><ul><li>Shake the app to generate up to 4 coordinating colors. </li></ul><ul><li>Can use GPS to locate the nearest Benjamin Moore retailer. </li></ul><ul><li>Manufacturer: Benjamin Moore & Co. </li></ul><ul><li>Average Rating: ★★ ½ </li></ul><ul><li>Similar App: Sherwin Williams ColorSnap </li></ul>
  21. 21. Anheuser Busch: Budweiser American Ale Finder <ul><li>Uses GPS & Maps to locate nearby pubs/restaurants/retailers of Budweiser American Ale. </li></ul><ul><li>Anheuser Busch offers a similar application for Bud Lite Lime called “Bud Lite Lime Summer Hotspots.” </li></ul><ul><li>Manufacturer: Anheuser-Busch, Inc. </li></ul><ul><li>Average Rating: ★ ½ </li></ul><ul><li>Similar App: Guiness PubFinder </li></ul>
  22. 22. Charmin: Sit or Squat <ul><li>Application is a bathroom finding wiki, with all content being added by its users. </li></ul><ul><li>Uses GPS to find nearby restrooms. </li></ul><ul><li>Provides ratings, reviews, and pictures of the toilet before you go. </li></ul><ul><li>Tells you whether the location is currently open. </li></ul><ul><li>Manufacturer: Densebrain </li></ul><ul><li>Average Rating: ★★ ½ </li></ul>
  23. 23. Nike, Inc: NikeiD <ul><li>Application for NikeiD line of customized Nike products </li></ul><ul><li>User can take a picture and user color matching tool to create custom color palette. </li></ul><ul><ul><li>Create shoes to match a room, outfit, picture, etc </li></ul></ul><ul><li>Create and purchase your design right from the application. </li></ul><ul><li>Can search designs created by other application users. </li></ul><ul><li>Manufacturer: Nike, Inc </li></ul><ul><li>Average Rating: ★★ ½ </li></ul>
  24. 24. MasterCard: Priceless Picks <ul><li>“ The world is full of priceless things.” </li></ul><ul><li>Application allows users to share their favorite “priceless” places, things, and deals with the world. </li></ul><ul><li>“ Priceless” things can be anything from great restaurants to the best bench to view the sunset from. </li></ul><ul><li>Pulls in offers/reviews and places them in ‘bubbles’ so the user knows where they are coming from. </li></ul><ul><li>Uses GPS to show “priceless” things near the user. </li></ul><ul><li>Manufacturer: Mastercard </li></ul><ul><li>Average Rating: ★★ ½ </li></ul>
  25. 25. Coca Cola: Happiness Factory <ul><li>Game which takes place in the “Happiness Factory” within a Coca Cola machine. </li></ul><ul><li>Based on a current TV advertising campaign. </li></ul><ul><li>Application is a shooting game where the user shoots “Mortar Men” from a cannon through various hoops. </li></ul><ul><li>Facebook connectivity to allow users to publish high scores to their Facebook profile. </li></ul><ul><li>Manufacturer: The Coca Cola Company </li></ul><ul><li>Average Rating: ★★★ </li></ul>
  26. 26. Coca Cola: Magic Coke Bottle <ul><li>Shake the Magic Coke Bottle to get an answer to your question. </li></ul><ul><li>The Magic Coke Bottle will generate an answer similar to a Magic 8 Ball </li></ul><ul><li>Manufacturer: Welikesmall </li></ul><ul><li>Average Rating: ★★★ </li></ul>
  27. 27. Kleenex: Kleenex Lotion Tissue FEEL <ul><li>Kleenex Feelspace is intended to bring the user to a more peaceful place. </li></ul><ul><li>Interactive scenes include: ocean water, flower petals, snowfall, and sandpit. </li></ul><ul><li>Manufacturer: ideasforiphone, LLC </li></ul><ul><li>Average Rating: ★★ </li></ul>
  28. 28. Pedigree: Shake and Bark <ul><li>Record your dog’s bark. </li></ul><ul><li>Assign bark to a photo of your dog. (Or select from one of the pre-recorded barks.) </li></ul><ul><li>Shake the application to hear your dog bark when its picture is displayed. </li></ul><ul><li>Read stories about dogs who have been rescued from animal shelters. </li></ul><ul><li>Manufacturer: Mars US </li></ul><ul><li>Average Rating: ★★ ½ </li></ul>
  29. 29. Zippo: Virtual Zippo Lighter <ul><li>Users can customize a Zippo lighter by picking a design and engraving it. </li></ul><ul><li>Open and close the lighter with a flick of the wrist </li></ul><ul><li>Flame reacts to wind/trying to blow it out. </li></ul><ul><li>Manufacturer: Moderati Inc. </li></ul><ul><li>Average Rating: ★★★ </li></ul>
  30. 30. Other Notable Consumer Products Apps <ul><li>NikeiD </li></ul><ul><li>Adidas Urban Art </li></ul><ul><li>Men’s Health Workouts (Also a Women’s Health edition) </li></ul><ul><li>Master Card ATM Hunter </li></ul><ul><li>Kodak Gallery </li></ul><ul><li>HP iPrint Photo </li></ul>
  31. 31.  AUTOMOTIVE
  32. 32. Audi: A4 Driving Challenge <ul><li>Application is a game about precision and performance driving. </li></ul><ul><li>Not an average “pedal to the metal” driving game. </li></ul><ul><li>In order to succeed, the play must master control and use the brake to avoid hitting cones or crashing. </li></ul><ul><li>Manufacturer: Audi of America </li></ul><ul><li>Average Rating: ★★ ½ </li></ul>
  33. 33. Toyota: Prius Experience <ul><li>Tour, Interact, Play, and Draw the Toyota Prius. </li></ul><ul><li>Application allows users to take a tour of the 3 rd generation Prius. </li></ul><ul><li>Users can interact with the Prius magazine ads. </li></ul><ul><li>2 games: A force-based game and a physics-based drawing game. </li></ul><ul><li>Manufacturer: Toyota Motor Sales, USA </li></ul><ul><li>Average Rating: ★★★ </li></ul>
  34. 34. BMW: Z4 Experience <ul><li>Application includes 4 games: </li></ul><ul><ul><li>Driving Experience (On course driving) </li></ul></ul><ul><ul><li>Navigation Experience (Puzzle game) </li></ul></ul><ul><ul><li>Art Experience (Create art with the Z4) </li></ul></ul><ul><ul><li>Free Driving </li></ul></ul><ul><li>Facebook connectivity to share scores & art </li></ul><ul><li>Manufacturer: Artificial Life, Inc </li></ul><ul><li>Average Rating: ★★★ </li></ul><ul><li>Cost: 99¢ </li></ul>
  35. 35. Volkswagen: Polo Challenge 3D <ul><li>Driving game featuring the VW Polo </li></ul><ul><li>Can use accelerometer or tap controls </li></ul><ul><li>Uses GPS to direct user to nearest VW Dealer for live test-drive. </li></ul><ul><li>Manufacturer: FISHLABS </li></ul><ul><li>Average Rating: ★★★ </li></ul>
  36. 36. Other Notable Automotive Apps <ul><li>Nissan Cube </li></ul><ul><li>Nissan Murano </li></ul><ul><li>GM Mobile </li></ul><ul><li>Ford Flex Photo Lab </li></ul><ul><li>Mercedes Benz C63 AMG </li></ul><ul><li>BMW Sauber F1 Team Racing 09 </li></ul>
  38. 38. Whole Foods: Whole Foods Market Recipes <ul><li>Recipe search featuring Whole Foods-approved recipes. </li></ul><ul><li>Recipes feature natural, organic, and healthy products. </li></ul><ul><li>Allows user to search for recipes by course, category, dietary restrictions, or by ingredients on hand. </li></ul><ul><li>Manufacturer: Whole Foods Market IP, LLC </li></ul><ul><li>Average Rating: ★★★ </li></ul>
  39. 39. Betty Crocker: The Betty Crocker Mobile Cookbook <ul><li>Features Betty Crocker’s most famous recipes. </li></ul><ul><li>Can search by course, meal, food type, or ingredients on hand. </li></ul><ul><li>Recipes can be emailed to friends. </li></ul><ul><li>Step by step recipe instructions with pictures. </li></ul><ul><li>Manufacturer: General Mills, Inc </li></ul><ul><li>Average Rating: ★★★ </li></ul>
  40. 40. Weber-Stephen: Weber’s On The Grill <ul><li>Includes 250+ recipes from Weber’s cookbooks including rubs, marinades, and sauces. </li></ul><ul><li>Will create a grocery list for recipes </li></ul><ul><li>100+ professional grilling tips </li></ul><ul><li>Reference guide for cooking times for red meat, fish, poultry, etc. </li></ul><ul><li>Videos and information guides to teach user to be a better griller. </li></ul><ul><li>Manufacturer: rabble+rouser, inc </li></ul><ul><li>Average Rating: ★★★★ </li></ul><ul><li>Cost: $4.99 </li></ul>
  41. 41. Absolut: Drinkspiration <ul><li>Intelligent drink finder application </li></ul><ul><li>Gives drink recommendations based on a variety of categories, including: taste, color, trends, weather, location, and bar vibe. </li></ul><ul><li>Twitter and Facebook connectivity to share what you’re drinking with your friends. </li></ul><ul><li>World trend list: See what is being ordered around the world. </li></ul><ul><li>Download recipes from absolutdrinks.com </li></ul><ul><li>Manufacturer: V and S Absolut Spiritis </li></ul><ul><li>Average Rating: ★★★ </li></ul><ul><li>Similar App: Bacardi MixMaster </li></ul>
  42. 42. Other Notable Recipe Apps <ul><li>Kraft iFood </li></ul><ul><li>Women’s Day Magazine Cooking </li></ul><ul><li>Guides By Bravo (Top Chef Recipes) </li></ul><ul><li>Hidden Valley Ranch Recipes </li></ul><ul><li>Al Roker’s Big Bad Book of BBQ ($15.99) </li></ul><ul><li>Spam iCan </li></ul>
  43. 43.  TRAVEL
  44. 44. Virgin Atlantic: Flying Without Fear <ul><li>Targeted to customers who have a fear of flying. </li></ul><ul><li>Includes FAQ, relaxation techniques, fear attack solutions, in-flight experience videos. </li></ul><ul><li>Based on Virgin’s longstanding “Flying without Fear” course. </li></ul><ul><li>Manufacturer: Mental Workout, LLC </li></ul><ul><li>Average Rating: ★★★ ½ </li></ul><ul><li>Cost: $4.99 </li></ul>
  45. 45. British Airways: BA Flights <ul><li>Up-to-date information on flight arrival and departures. </li></ul><ul><li>View flight schedules and timetables on any given day. </li></ul><ul><li>Manufacturer: British Airways Plc </li></ul><ul><li>Average Rating: ★★★ ½ </li></ul>
  46. 46. Avis: Avis Reservation App <ul><li>Real-time reservation application, includes availability of specific models/categories. </li></ul><ul><li>Saves user information to expedite future reservations. </li></ul><ul><li>Currently works online in airport locations. </li></ul><ul><li>Manufacturer: Roundarch, Inc. </li></ul><ul><li>Average Rating: ★★ </li></ul>
  47. 47. Hilton Worldwide: Hilton <ul><li>Find Hilton hotels using GPS or by city, airport, or address. </li></ul><ul><li>Can search other brands in the Hilton group – Conrad, Waldorf-Astoria, Homewood Suites, Doubletree, etc </li></ul><ul><li>Separate apps also available for Doubletree and Hampton Inn brands. </li></ul><ul><li>Manufacturer: Hilton Hotels Corporation </li></ul><ul><li>Average Rating: ★★ ½ </li></ul>
  48. 48. Other Notable Travel Apps <ul><li>AAA Travel Deals </li></ul><ul><li>Luthansa Airlines </li></ul><ul><li>Lonely Planet </li></ul><ul><li>Travel Channel GO </li></ul><ul><li>Travelocity </li></ul><ul><li>Expedia </li></ul><ul><li>Hotels.com </li></ul><ul><li>ChoiceHotels </li></ul>
  49. 49. How often are these being used? <ul><li>Only about 20% of users return to use the app the day after it was downloaded . </li></ul><ul><ul><li>30 days in, usage is at only about 5% of users. </li></ul></ul>
  50. 50. Usage by Category <ul><li>Sports applications seem better at retaining use over the short-term; entertainment over long-term. </li></ul>
  51. 51. Branded Applications care about Engagement
  52. 52. Conclusions <ul><li>The best applications are one that offer users a feature or service they need to use frequently or a game that keeps users engaged. </li></ul><ul><li>Many applications get downloaded, used once and either deleted or forgotten about. </li></ul><ul><ul><li>Brands need to offer an incentive for users to keep the application on their phone & remember it. </li></ul></ul><ul><ul><ul><li>Special discounts or offers for using the application is a good incentive, especially for applications that are simple. </li></ul></ul></ul>