1. How Brands Are Marketing With Apps
Branded Apps
Companion Apps
Revenue Apps
Mobile Ads on Apps: current debate on the topic
Suggested App of the Week
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2. Branded Apps
A mobile application that is created by or sponsored by a company to
increase its brand awareness, drive consumer interest and to market a
brand
Different types of branded app:
o Those that let the user engage with or purchase their product
(Starbucks, Zipcar)
o Those that provide a useful or entertaining service associated with the brand -
can "live" on its own but putting your brand on it brings an advantage to overall
brand equity (Nike+iPod, Stanley Level)
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3. Companion Apps
An app that can isn't your brand but can drive users to your brand
o Location-based service apps (Yelp, Urbanspoon, Layar)
o Product and Price Comparison apps (Amazon Price Check, Google Goggles)
o Entertainment and Lifestyle (Virtual Mirror)
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4. Revenue Apps
An app that the user pays for
The app itself is what's being marketed
Games are the most common type of revenue app
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5. Mobile Ads on Apps
iAd is the mobile version of Google Adwords and it’s owned by Apple Inc.
iAd can reach millions of iphone, ipad and ipod touch users around the
world in their favorite apps. Each ad is shown only to the right customers
that will be potentially interested in a specific brand.
iAd can be applied to both free and paid app.
iAd is not as much developed as internet advertising because it’s still at its
early stages.
The sure thing is that iAd is growing but it’s not certain yet what the destiny
of this platform is going to look like.
The most skeptical people about iAd are the developers because they don’t
see a ROI on free app.
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6. Debate on iAd
The entry barriers are very high, Apple set a very high price to be
considered as a iAd user ($1million). This cuts out a big portion of small
developers.
Beside the high entry barriers the debate that developers raised is that they
don’t want the App space to become like the internet (where users get
bombarded of unwanted advertising) since an app is an isolated portion of
web that provides info only of a specific topic users downloaded the app for.
Developers are also saying that there’s no short-term ROI on free app since
the company is paying to advertise an app that users can download for free.
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7. Suggested App of the Week
Bowers & Wilkins challenged Aurnhammer to develop a mobile experience that
would enhance the launch of their new product; the Zeppelin Air. Utilizing
Apple's AirPlay(R) technology, Aurnhammer designed and developed the
Zeppelin Air App. Now you can air your tunes, share your tunes and hear your
tunes like never before. The Zeppelin Air App creates a shared wireless playlist
between iOS devices, allowing users to build a social music community for the
Zeppelin Air. Although the Zeppelin Air App was built to extend the enjoyment of
the Zeppelin Air, the social music playlist works with most audio players.
http://www.aurnhammerllc.com/home.html
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8. Integrated Social Media Campaign:
Macy’s “Believe”
Annual “Believe” campaign runs in stores across the country during the
holiday season to support the Make-A-Wish Foundation ®
Inspired by the editorial “Yes, Virginia, there is a Santa Claus,” and the
animated holiday movie, “Yes, Virginia.”
Children bring letters to Santa Claus to Macy’s to drop into Santa letterbox
at special Believe Stations and Macy’s donates $1 to the Make-A-Wish
Foundation for each letter (up to $1,000,000).
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9. History of Macy’s “Believe”
and Social Media
Year Media Used Features of the campaign
Electronic Believe Meter, Downloadable
TV spots, print ads, full
letter kit with Santa letterhead, "Be
page reprints of the
2008 Claus" widget that allowed customers to
"Yes, Virginia" editorial,
upload a photo and design themselves as
Macy’s microsite.
Santa.
“Tell Us Why You Believe” short essay
contest where participants could enter in
TV spots, print ads,
2009 the form of letter, photo or video. Macy’s
Macy’s microsite
also gave gift cards to several parenting
blogs to award their readers.
Macy’s Facebook page fans could play an
online game (to raise funds for the Make-
TV spots, print ads,
A-Wish fundation). On the Macy’s
2010 Macy’s microsite
“Believe” microsite, they posted celebrity
+ FB page
letters to Santa which could be shared
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10. Appy Holidays:
Macy’s “Believe-o-Magic” App
This year’s campaign’s primary social media focus is an augmented reality
holiday app for smartphones and iPad
Lets you pose with fully-animated, life-size characters from Macy’s animated
holiday classic “Yes, Virginia” at in-store Believe Stations
Choose characters, take photos and customize a virtual Christmas card
Share your photos and greeting cards to Facebook and Twitter and via email.
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11. Macy’s Believe Video Campaign
The featured video on Macy’s YouTube channel promotes the “Believe-o-
Magic” app
Partnered with YouTube-launched celebrity Justin Bieber who Macy’s
partnered with for Black Friday events, donating $2 to the Make-A-Wish
Foundation for every Justin Bieber Someday perfume set sold
Media videos about the “Believe-o-Magic” app are reposted on blogs and
YouTube
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12. Video Believe-o-Magic
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13. Macy’s “Believe” Facebook Campaign
The 2011 campaign uses Facebook to support The “Believe-o-Magic” app
with a photo contest
Users who like Macy’s FB page can upload their Believe-o-Magic image to
the Facebook wall
Each week users will vote on their favorite image (by liking the photo).
The winning photo will be featured as Macy’s profile picture for the week
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14. Macy’s “Believe” Location-Based
Check-In Campaign
The “Believe” campaign’s Santa Tour kicks off at the Macy’s Thanksgiving
Day Parade
Foursquare users that follow Macy’s and check in at the Thanksgiving
Parade unlock a Macy’s Parade badge and specials
This year Macy’s partnered with Aflac, who will sponsor the Santa Tour and
mobile check-ins.
For every consumer who checks-in at Macy’s via foursquare through Dec.
24, Aflac will donate $1 to The Aflac Cancer Center and Blood Disorders
Service of Children’s Healthcare of Atlanta.
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15. Suggested App of the Week
http://itunes.apple.com/us/app/macys-believe-o-magic/id473331010?mt=8
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