Description

In an article that ran earlier today, AdAge profiled an interesting new iPhone application called iFood Assistant from Kraft. What struck me is that a big corporation like Kraft was responsible for a successful and innovative mobile application. I’ve been an iPhone user since the 3G version came out in July 2008, and the vast majority of the apps I use are from nimble start-ups or independent developers. I’m a strong believer in the long-term importance of mobile devices and applications, and I think this application is a great example of how a brand can use the mobile platform for marketing purposes. Not only is Kraft making money on the app (they charge $0.99 per install AND run ads), they are using it to promote products, build brand equity, and collect valuable data. I’ll go into the application in more detail, but this is why the mobile platform is big deal. Consumers can derive tremendous value from services like this and the publishers of these apps can be richly rewarded in return (beyond direct revenue generation).

Source: Digital Erudite (www.digitalerudite.com)
Author: Brian Guenther