Renate is Global Director of Mobile at Edelman, the world’s largest communications agency with 67 offices worldwide. Edelman specialises in mobile marketing, social and search for mobile, building apps and mobile websites, and app marketing. Renate’s clients have included Unilever, Diageo, Microsoft Xbox, TJX Europe, Swarovski, Motorola, PayPal, Nielsen, Norton Symantec and the World Gold Council. Renate was previously Head of Mobile Business Development for A&N Media, owner of the Daily Mail and Metro, which launched 70+ apps in her time there. She also set up mobile games and apps publishing brand ‘Metro Apps’, originating publishing deals with leading developers. Prior to that she ran global marketing for Poken in San Francisco, achieving sales in 52 countries purely through social media, and consulted on marketing and business development for various technology start-ups in Europe and Silicon Valley. Renate is originally Norwegian and Dutch and is a founding member of Twestival, which has to date raised $1.4 million for over 275 causes. She was also a 2013 BAFTA judge for the mobile gaming category.

1. Driving discovery - in the REAL
world
RENATE NYBORG, GLOBAL DIRECTOR OF MOBILE
11 July 2013

2. Hello! 
I’m @renate on Twitter

3. 4 Tips
CRAFT YOUR STORY
CREATE EXPERIENCES
INSPIRE PRESS COVERAGE
LEAVE BREADCRUMBS

4. What is your story?

5. Why will people care?
What experience can you change?
Why is it beautiful or fun or useful?

6. How to get media
coverage

7. Getting the media’s
attention
• Target the journalist, not the publication. Research
who writes about apps and who has written about
apps similar to yours
• Get introduced by someone that knows the journalist
• Twitter can be a good place to engage journalists
• If a journalist doesn’t reply, don’t send them another
3 emails in a week. It can be frustrating but the
journalist is probably busy and this is not a priority
• If you have a direct email for a writer or editor, also
copy in the publications tips line e.g.
tips@techcrunch.com. If the journalist is busy then
someone may be able to pick it up
7

8. What do I send them?
• Description, key features and USPs
• Explain what your app does and why it is different form the
competition, but don’t oversell… “Revolutionary” is always bad
• YouTube video
• Great to see an app in motion, especially important for games or
kids’ apps where the graphics are the thing that appeals/turns off
• Screenshots
• If your screenshots have layered text, also provide the raw
screenshots
• Promo code (if paid app)
8
CHOOSE YOUR ASSETS WISELY

9. Are you a start up?
• Who are the founders and what is their background?
• What is your funding?
• How much traction do you have?
• Real numbers i.e. monthly/daily active users, not downloads
or registered users
• What are the key differentiators between you and
other players?
• Describe the genesis of your project?
• Describe the project in your own words?
9
HOW TO GET TECHCRUNCH’S ATTENTION

10. Create an experience

11. LAUNCH EVENT
Create a conversation about why this app is
unique and different

12. CNN: It’s not an app… It’s the future of news
LAUNCH EVENT AT FRONTLINE CLUB
DEBATE ON CITIZEN JOURNALISM CHAIRED BY WIRED
SHOT TO #1 IN NEWS ON THE UK APP STORE

13. CONFERENCES & EVENTS
Enhance their experience of the event

14. EXPERIENTIAL
Angry Birds live has 18
million YouTube views

15. Leave
breadcrumbs

16. Consider where you already
connect with customers – in
stores, online, via email?

17. Gourmet Burger Kitchen
Loyalty app for iOS, Android, BlackBerry and Windows 7
2 UK App Store position within Food & Drinks, ahead of
Pizza Express, McDonalds and Jamie Oliver
25,000 App Downloads within 1 month
63,000,000 Media Impressions including coverage in
the Guardian’s Technology section

18. Website and email
18

19. Social media
19

20. In-store
• “Table talkers”
• Printed posters
• Flyers with QR codes
QR codes? Really?
• There was captive moment of
15 minutes when the consumer
was waiting for their food to
arrive
• Result was 60% of downloads
within first 6 weeks coming
from QR codes
20
OFFLINE IS VERY POWERFUL

21. QR codes – total scans
21
IN THE FIRST WEEK, 40% OF DOWNLOADS RESULTED FROM QR SCANS
0
100
200
300
400
500
600
700
M
onth
Sep-10
Sep-12
Sep-13
Sep-14
Sep-15
Sep-16
Sep-17
Sep-18
Sep-19
Sep-20
Sep-21
Sep-22
Sep-23
Sep-24
Sep-25
Sep-26
Sep-27
Sep-28
Sep-29
Sep-30
O
ct-0
1
O
ct-0
2
O
ct-0
3
Day
Scans
PRE 19TH Sep – All activity in this range
can be attributed to scans
conducted by the team
PRE 24TH Sep – This period of activity is
mainly as a result of the pre-launch
student flyer which had over 120 pre-
launch scans
25TH Sep – A large spike of
activity was seen on the day
when the posters and table
talkers began to appear in
restaurants
28TH Sep – A secondary
spike was seen around
the 28th possibly due to
more stores displaying
the in store collateral,
the second student
flyer being released or
in response to
increased momentum
(e.g. media coverage)

22. GBK QR code scans breakdown
0 1000 2000 3000 4000
Main QR Code
GBK Student -
Post Launch
GBK Student -
Pre Launch
QR Code Scan Split– 3rd October
46%
28%
17%
7%
2%
Apple
Android
Unknown
Blackberry
Windows
QR Code Platform Mix – 3rd October

23. Driving discovery in the real world
• Tell a story
• Tie the app into a wider narrative (business, future of gaming, etc)
• Create a conversation about the apps’ unique features
• Create an experience of the app – experiential or at events
• Be kind to journalists
• Provide them the right assets
• Talk to them in the right way
• Make it easy to make you sound interesting
• Leave breadcrumbs
• Sign post the app in existing channels
• Offline / in-store marketing can we very powerful

24. Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved.
All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).