how to create buzz around mobile apps
Post on 17-Oct-2014
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“So you want to build a top-ranking mobile app?”
Richard Pentin, Group Planning Director, TMW
HOW TO BUILD MOBILE BUZZ
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Video camera
PhoneMP3 player
Wireless connectivity
Storage
The modern smartphone has come a long way…
SOURCE: www.poke.co.uk
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 – 2011)
COMPETITION
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
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
Return on Investment should not just factor dev costs but promotional costs too.
Both of which can be considerable.
RETURN ON INVESTMENT
ROI
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
MOBILE APP SUCCESS IS ELUSIVE
• There’s no secret formula for viral success.• Creating an app with strong Entertainment or
Utilitarian Value is no longer enough• The mantra “Build it and they will come” no
longer applies.
• A coherent communication strategy to generate mobile app buzz is a necessity, not a ‘nice-to-have’.
ELUSIVENESS
(EV + UV) x 1/n ≠ Success³
EV = Entertainment ValueUV = Utilitarian value
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
1LINEAR STRATEGY
2360 STRATEGY
CASE STUDY CASE STUDY
INFINITI OVERVIEW
• Infiniti is the luxury division of Nissan• Officially established in North America
in 1989 but now has operations in Middle East, South Korea, Russia, Taiwan, China and Europe
• 230 dealers in over 15 countries• Performance & hospitality lies at the
heart of the brand
INFINITI TARGET AUDIENCE• Independent, self-made individuals• Entrepreneurial• Well travelled, affluent lifestyle• Curious and open minded• High smartphone (50%+) & ipad
penetration
1 LINEAR STRATEGY
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 leftfield concepts may have come to fruition!
But as a premium brand, Infiniti’s mobile app strategy had to fulfil other objectives…
ADEYAKAAward-winning international
customer magazine
“So far the best magazine app
available on the iPad bar none!!!”
iTunes Store United Kingdom
ADEYAKA IPAD APPInteractive 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 >>>
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)
• Explore product range with interactive tools – colour configator, spec sheet, 360 spin, video and photo gallery
• Listen to live engine sounds• Receive updated video content from Infiniti on regular basis • Shopping tools (request a test drive, brochure request, find nearest dealer)
Video demo >>>
BUILDING MOBILE APP BUZZ 1 LINEAR STRATEGY
OWNED MEDIA EARNED MEDIA
WEBSITE IPHONE SECTION
WEBSITE SHOPPING TOOLS
MOBILE WEBSITEFACEBOOK UPDATES
PR & WOME-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
NISSAN SKI CHALLENGE ‘PROVE IT’ MOBILE APP 2 360 STRATEGY
OBJECTIVES: •Tackle trust deficit and support the umbrella brand-building ‘Prove it’ campaign •Address and connect with the skiing community•Build awareness and create positive engagement of Qashqai
PROVE IT CHALLENGE•Users invited to participate in the Prove It Challenge by proving they are tough like Nissan Qashqai •App encouraged skiers/boarders to record videos of their tricks and publish video entries to rest of Prove It community on Facebook •Chance to win a new Qashqai .
NISSAN SKI CHALLENGE ‘PROVE IT’ MOBILE APP 2 360 STRATEGY
OBJECTIVES: •Tackle trust deficit and support the umbrella brand-building ‘Prove it’ campaign •Address and connect with the skiing community•Build awareness and create positive engagement of Qashqai
COMMUNITY FEATURES•Includes Ski Resort Guides and interactive 3D maps of 45 European ski resorts, including Tignes, Chamonix and Mayrhofen. •In-built GPS enabled iPhone users to locate themselves as well as their friends on the slopes. •Ability to schedule meet-ups on the slopes•Mountain Restaurant reviews•Access to Prove It community on Facebook
NISSAN SKI CHALLENGE ‘PROVE IT’ MOBILE APP 2 360 STRATEGY
View video >>
OBJECTIVES: •Tackle trust deficit and support the umbrella brand-building ‘Prove it’ campaign •Address and connect with the skiing community•Build awareness and create positive engagement of Qashqai
QASHQAI PRODUCT DEMONSTRATION•The app also enables users to check the Qashqai & Qashqai+2 models in 3D, through interactive 360 spins and photo galleries.
2 360 STRATEGY
OOH/BILLBOARD CAMPAIGN
MOBILE ADVERTISING
DIGITAL ADVERTISING
NISSAN WEBSITE PROMOTION
PROVE IT FACEBOOK
COMMUNITY
PRWORD OF MOUTH
SHARED COMPETITION VIDEOS ON FB
CRM
MOBILE APP BUZZ GENERATION
360º
SPONSORSHIP
MOBILE WEBSITE
SO TO SUMMARISE…
Mobile app is intrinsic to integrated campaign
Leverage owned, paid and earned media to promote mobile app
MOBILE APP
1LINEAR STRATEGY
2360 STRATEGY
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
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…and mobile telematics…
Credits:
•Infiniti Adeyaka iPad app created by Köckritzdörrich GmbH Agentur für Kommunikation•Infiniti in Motion iPhone app created by TMW•Nissan Ski Challenge Prove It app created by DNA and Phonevalley
THANK YOU
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