Building the Perfect Branded App

A Changing Landscape
This is how it used to be ….
The Possibilities are Endless
Brands can get engagement in many ways
and there are new media owners
• Brand Experience
• Entertainment
• Content
• Gaming
• Service
• Transaction
• Payments
A Changing Landscape
… and now we have this
Why branded apps?

Utility vs Entertainment
Branding vs Service

Paid vs Free • Why have an app?

• What are the brand values and
campaign aims?
• Where are the customers in the mobile
landscape?
• Is there a compelling creative concept?
• How will it be promoted?
• How will success be measured?
First, find your customers
Use mobile to Uses Facebook on These facts all
browse news + info their mobile relate to women in
25-34 – 26.3% 25-34 – 21.7% the UK
35-44 – 16.4% 35-44 – 9.0%

Accesses and uses

Reads BBC on their mobile search
mobile Take photos with
25-34 – 15.6%
25-34 – 9.6% mobile every
35-44 – 9.9%
35-44 – 5.7% month
25-34 – 72.9%
35-44 – 64.1%
Use SMS at least Played a game on
once per month their mobile
25-34 – 95.9% 25-34 – 36.4%
35-44 – 95.3% 35-44 – 30.3%
What handsets are they using?
Mobile Games: Barclaycard
iPhone Ouch!
Are Audi A4s
really that
horrible to drive?
...drives like
there is a drunk
If their cars handled behind the wheel
like this the company
would be in big
trouble
I feel ripped off –
even though the
Just like a real A4 – game was free!
it’s boring and
tedious
Utility: O2
Augmented Reality
AR: Barclaycard
Gaming: O2
UGC and Engagement: Home Office
Paid Content: The Guardian
Customer Service: NatWest
Engagement and Uplift: BGT
Brand Engagement: Lastminute
Ad Led Utility: Tube Map
The Problem with Free Apps
Less than 5% of free apps are still in use a
month after first usage
Novelty gadget or engagement?

3-minute ‘hit’ of fun’

...like a TV ad
...delivers a quick shot
of brand equity
...raises a smile or an
Ongoing experience or utility
eyebrow
...if a game, should have long
gameplay
...if a utility, should be really useful
...should match or better the
commercial offering
Brand Engagement: Carling iPint
Customer Service: Ocado
Customer Service: eBay
Customer Service: The Co-op
Transaction: M&S
Is there another way?
Complete Brand Experience