“So you want to build a top-ranking mobile app?”

Richard Pentin, Group Planning Director, TMW

HOW TO BUILD MOBILE BUZZ

►TITLE 1 : example, example, example

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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