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!

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Golden Gekko - It's all about mobile apps

  1. 1.
  2. 2. About Golden gekko<br />&quot;We provide the creative mobile content behind the banner, engaging consumers by delivering downloadable applications.&quot;<br />Founded in 2005 and profitable since 2007<br />Based in the UK with offices in Cambodia (development), Sweden, Spain and the U.S.<br />Working with media and digital agency partners across Europe and US<br />
  3. 3. Golden Gekko – Top app developer<br />100+ mobile applications delivered in the last 12 months<br />Award winning apps for Unilever/Lynx, Perfetti, Absolut Vodka, Universal Pictures and more<br />Preferred app development partner to 200+ media agencies<br />Applications optimised and tested across 2000+ devices including Java, Symbian, Windows Mobile, iPhone, Android, Blackberry, LiMo, Palm Treo, Vodafone Widget and more<br />GG Mobile Media Engine enables rapid, scalable and cost efficient mobile app development <br />
  4. 4. The Golden Gekko Product portfolio currently consists of 2 core platforms that all our products & services are based upon<br />Product portfolio<br />Projects delivered by GG<br />Mobile Brochure Creator<br />Mobile Data Collection<br />Developer<br />Platform (SDK)<br />Services<br />GG Mobile Media Engine – Java Framework optimised for over 2000+ devices <br />Platforms<br />GG Mobile Media Server – Operations platform to host, maintain and report usage on applications, mobile web sites and SMS services<br />
  5. 5. Print/On-pack<br />Point of Sale<br />Events<br />Online<br />TV<br />Newspaper<br />Mobile Marketing is everywhere...<br />Radio<br />Outdoor<br />Mobile is rapidly being integrated into multi-channel marketing strategies<br />5<br />
  6. 6. INSIGHT: Games and apps installed on the phone Have highest usage<br />Approx 8-10m apps are downloadedeverydaywhereof 2.3m foriPhone/iTouch<br />
  7. 7. MOBILE APPLICATIONS MARKET<br />iPhone<br /><ul><li>1 Bn IPhone downloads in 9 months with over 30.000 apps available
  8. 8. Pangea generated $1.8 m in sales of its puzzle game Enigmo Jun to Dec 2008
  9. 9. 20+ paid apps generated over 1 m dowloads (> $1 m each) in 2008
  10. 10. Apps in #1 position generate approx 50.000 downloads a day at a fee of $0.99
  11. 11. iPhone apps in top 10 generate at least 6.000 downloads a day at a fee of $0.99
  12. 12. Apple Appstore generated 60-100m USD first 9 months (30% rev share to Apple)</li></ul>Other platforms (Java, Palm, Android, WM, Symbian, etc)<br /><ul><li>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
  13. 13. 10+ new app stores (Blackberry, Nokia Ovi, Samsung, etc) launched non-iPhone apps and rapidly increasing with all carriers launching appstores
  14. 14. 90% of all devices worldwide support Java</li></li></ul><li>Insights into paid APPS on iTUNEs<br />Top 10 paid apps on iTunes 2008<br />Koi Pond<br />Texas Hold’em<br />Moto Chaser<br />Cash Bandicoot: Nitro Kart 3d<br />Super Monkey Ball<br />Cro-Mag Rally<br />Enigmo<br />Pocket Guitar<br />Recorder<br />iBeer<br />Conclusions from analysis<br /><ul><li>If you want to make buckets of money as a developer, make entraining games.
  15. 15. Don't be greedy. You can easily make up for in volume what you lose in price.
  16. 16. Continue to improve and fix bugs over time to keep generating revenue.</li></li></ul><li>INSIGHT: THE SIDE LOADING TREND <br />Consumer behaviour trends<br />Consumers are connecting their phones and music players to the PC to transfer music<br />Bluetooth is more and more widely used<br />iPhone app store a great success<br />Result<br />Explosive growth in app downloads with 250m+ app downloads worldwide every month<br />
  17. 17. Case Studies<br />
  18. 18. Lynx effect<br />Challenge<br />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.<br />Solution<br />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.<br />Also include wallpapers and videos of how to use the service<br />Distributed across the line including SMS shortcode, Mobile Website, Viral, Community Seeding and Side Loading<br />
  19. 19. Lynx effect<br />Result<br />The campaign received more awards and publicity than any mobile campaign before in the UK. <br />Over 150k downloads in the UK first three monthswith over 50% viral<br />Each customer has shared the application with 4+ other people<br />Click on image for video:<br />Awards<br />Creative Agency: BBH <br />Client: Unilever/Lynx<br /><ul><li>Best use of mobile in branding Global – MMA 2008
  20. 20. Best use of mobile in branding W Europe – MMA 2008
  21. 21. 1 pencil at D&AD awards 2008</li></li></ul><li>Air action Vigorsol - cippi<br />Background<br />Vigorsol’s advertising annually shocks and surprises<br />Objective to build brand awareness and more specifically to engage with digitally literate 15 to 24 year old Italians. <br />Online viral campaign a huge success in Italy<br />Challenge <br />User generated content based on the online Cippi campaignwas already popping up for mobile. <br />The brief from BBH was to develop a fun mobile application based on the Cippi character.<br />Click on image for video!<br />
  22. 22. Air action Vigorsol - cippi<br />Distributed via Web, Mobile Web, Vodafone Italy, MMS campaign, viral and community seeding / sideloading<br />Cippi supports more than 90% of the active phones on the European market.<br />
  23. 23. Air action Vigorsol - cippi<br />Launched on the 21st of June 2007 in Italy<br />Far exceeded expectations with over 2m registered succesful downloads to date <br />80% of downloads through viral recommendations and communities. <br />Over 250.000 ringtones, video tones and animations downloaded<br />Shown on two Italian TV shows<br />Resulted in the launch of a mobisode series the following year<br />Awards<br />Creative Agency: BBH <br />Client: Perfetti van Melle<br /><ul><li>Best use of mobile – BIMA awards 2007
  24. 24. Immature application of the year award - 2007
  25. 25. Mobile agency of the years – Mobile Marketing Awards
  26. 26. Best use of mobile in branding nomination – MMA 2008</li></li></ul><li>Absolut Drinks on the Mobile<br /><ul><li>Background
  27. 27. Absolut Vodka is world famous for their advertising
  28. 28. Objective to give customers a valuable tool to strengthen brand loyalty
  29. 29. Challenge
  30. 30. 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</li></li></ul><li>Absolut Mobile - Today<br />Key benefits:<br /><ul><li>Considered a service and not marketing
  31. 31. Works on 75% of mobile devices in US and 95% in Europe
  32. 32. Viral effect
  33. 33. Downloaded to the phone and used 3-4 times more than a mobile Internet site</li></ul>Key features<br /><ul><li>1000 drink recipes
  34. 34. Home bar search
  35. 35. Random search
  36. 36. Top lists
  37. 37. Bartender mixer videos
  38. 38. Ringtones
  39. 39. Wallpapers
  40. 40. Bookmarking
  41. 41. Forward to a friend</li></li></ul><li>Absolut Mobile - Results<br />100.000+ downloads of Absolut Drinks on the Mobile and 250k+ users<br />The service is still going strong and has been extended to a SMS drinks service and a mobile website<br />Absolut is now investing in an iPhone application as well<br />Awards<br />Agency: Great Works <br />Client: Absolut Vodka<br /><ul><li>Best use of mobile in branding North America – MMA 2008</li></li></ul><li>Malibuisland Bowling<br />Client – Malibu Kahlua (USA)<br />Iphone and java based bowling game to promote Malibu’s two flavors: coconut and melon<br /> FEATURES<br />Malibu branded bowling game<br />User bowls against Malibu bottles instead of pins<br />Modes for one and two players<br />Selection of the ball (coconut or melon)<br />Selection of game background (one of five)<br />Game launched and available in the USA and Canadian AppStore with over 500.000 downloads in the first month<br />
  42. 42. Mini Openness<br />Client – Mini (UK)<br />Iphone based application to promote the launch of Mini R57 convertible<br /> FEATURES<br />Mini convertible car show<br />Application determines user’s level of “openness” and recommends a suitable venue<br />Details, address, coordinates of the venue are shown<br />The application determines user’s position by GPS to provide the map and exact route to the venue<br />Application launched and available in the UK AppStore<br />
  43. 43. Radio rock & theunborn<br /><ul><li>Client – Universal (UK)
  44. 44. Iphone based application to promote the “The Boat that Rocked ” movie
  45. 45. FEATURES
  46. 46. “Top Trumps” concept based game featuring movie characters
  47. 47. “Top Trumps” cards include character summary, character picture and features
  48. 48. A selection of single player mode (play against the application ) or two players mode
  49. 49. Movie trailer and movie stills gallery and sound clips</li></ul>Application launched on 4 territories, localized versions available on the UK, German, Italian and USA AppStores.<br /><br />
  50. 50. Client – Universal (UK)<br />Iphone based application to promote “the Unborn” movie<br /> FEATURES<br />Interactive movie poster, with hidden content<br />Possibility to wipe off the steam from the mirror, to reveal hidden, terrifying elements<br />“Horror trigger” a scary phonecall from the evil twin who delivers his message and hangs up<br />Production notes<br />Synopsis<br />Special release movie trailer and additional unique video<br />Movie stills gallery<br />Application launched in English and Spanish version in the UK and Spanish spoken territories’ AppStore<br />TheUnborn<br />
  51. 51. Chrimbell<br />Client – Ogilvy (UK)<br />Iphone based Christmas caroling application<br /> FEATURES<br />Possibility to choose one of 3 different bells<br />Possibility to choose one of 5 different carols<br />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<br />Single and multiplayer modes<br />Application available in AppStore worldwide.<br />
  52. 52. Client – Jack Daniel’s (ES)<br />Iphone based application promoting a series of JD’s Backstage parties<br /> FEATURES<br />Possibility to take a “How much of a rock star you are” test<br />Possibility to choose one of 3 different instrument s (keyboard, drums and guitar)and jam with friends to create a iPhone rock band<br />Information about JD’s backstage parties in Spain<br />Application available in AppStore worldwide.<br />Jack daniel’sBackstage<br />
  53. 53. Nokia N5800 Mobile Website<br />Background<br />Nokia wanted to do something out of the ordinary with the launch of the Nokia N5800 (Nokias first touch screen phone)<br />Solution<br />Fully graphical mobile website design optimised for higher end phones with a great experience including touch screen navigation<br />Simple landing page with videos, ringtones, music and phone images<br />Result<br />Over 100k to the mobile website during the campaign with users saying the campaign was innovative and demonstrating the N5800 experience<br />
  54. 54. Other case studies<br />Quit Smoking Campaign<br />Sonet Movie-campaign<br />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<br />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.<br />
  55. 55. More screenshots from projects<br />Vodafone Champions League<br />Nicotext Microbooks<br />Kiwi Shoe-a-holic<br />Paramount - Disturbia<br />Playahead (2nd largest online community in Scandinavia)<br />Cadbury - Stimorol<br />Idol Manager 2007<br />Mobile Coupons, Swe<br />
  56. 56. More screenshots from games<br />Classic bricks game customised by brand<br />Zombies launched in 2008<br />Triopsy puzzle game<br />Gisaku fighting game<br />
  57. 57. Apps to download<br />To download some sample applications visit <br />From your mobile: <br /><br />iPhone applications from iTunes<br />The Unborn:<br />The boat that Rocked:<br />Chrimbell:<br />Mobile examples from PC:<br /><br />
  58. 58. Key sucess factors<br />
  59. 59. How to create a successful Mobile Marketing Campaign.<br />3. Deliver<br />4. Measure & Evaluate<br /><ul><li>Report results (also ongoing)
  60. 60. Tweak campaign ongoing
  61. 61. Get customer feedback
  62. 62. Recommendation on how to optimise and improve the next campaign
  63. 63. Reporting can include everything from page views, downloads and unique visitors to frequency of use, most popular parts of the service and much more.
  64. 64. App Builder Report
  65. 65. Number of successful downloads per day and month</li></ul>2. Delivery method<br />1. Agree objective & scope<br /><ul><li>Campaign concept/scope
  66. 66. Measurable objectives
  67. 67. Integration with overall marketing mix
  68. 68. Segmentation, demographics and geographic
  69. 69. Mobile distribution strategy
  70. 70. Key milestones for delivery, evaluation, etc</li></ul>Pilot campaign<br />Bespoke solution<br />(bigger budgets)<br />A.<br />Launch campaign<br />Existing GG Product<br />(medium budget)<br />B.<br /><ul><li>3-10 weeks delivery time depending on complexity, response times by client, iterations and customer feedback loops</li></ul>Mobile App Builder<br />(low cost)<br />C.<br />Create and deploy a mobile brochure yourself in less than an hour through the GG Mobile App Builder<br />
  71. 71. 4 Steps to success<br />1<br />2<br />3<br />AWARENESS<br />ACTION/PURCHASE<br />ENGAGEMENT<br />4<br />FEEDBACK & ENCOURAGE LOYALTY<br />
  72. 72. Drivingmobile marketing ROI<br />Transactions<br />Mobile coupons<br />Sample redemption<br />Digital service Sales<br />Information<br />Store finders<br />Productinfo<br />Mobile content: Videos, wallpapers<br />ROI<br />Interactivity<br />Games<br />Widgets<br />Quizes<br />Sweepstakes/Voting<br />User generated content<br />Display<br />BannerS, Links & Push SMS<br />engagement<br />
  73. 73. Key success factors<br />Fun and/or relevant engaging campaigns deliver great results<br />Quality & Reliability including over 90% handset coverage<br />User experience and design – Wow factor (comparable to iphone or blackberry)<br />Distribution strategy (banners, viral, etc) to reach the target audience<br />
  74. 74. THANK YOU!<br />Playmobile 2.0<br />GeoMe<br />Audi<br />Self-Care Avatar<br />Vodafone Spain<br />Ferrari Poker game<br />Burn / Coca Cola<br />Blog app<br />