Best Mobile Marketing Campaigns and How They Did It

Best Mobile Marketing Campaigns and How They Did It

Stats suggest that 26% of mobile apps are abandoned after first use. The point is, just because users use your app, doesn’t mean that it will always be popular. But all is not lost. Everything from your application’s content to your marketing message has an impact on how consumers perceive your app and how successful it will be. How you portray your message to the right audiences is key.

And you know what they say, if you want to learn how to be successful 1, learn from the best. Follow the same rule for your mobile marketing campaign. The success stories listed below can teach you a thing or two about it:

1 – Oreo: Twist, Lick and Dunk Game

Gaming apps make up a sizeable portion of the app market. And the competition is tough. App developers, designers and marketers often team up to create interactive games that are better, more fun and downloaded more than other apps on the market. There are more than 200,000 games available in the app market. And apps that manage to tie their marketing message to innovative gameplay often come out ahead.

Oreo is a prime example of app marketing done right. Oreo’s advertising revenue mostly goes to content that show regular consumers eating, licking or dunking the brand’s cookie. So the fact that it created a mobile app around this concept shouldn’t come as a surprise.

The application was created by game developers at PikPok who made Oreo’s favorite catchphrase (Lick, Twist and Dunk) into a game. As players progress through the game, they get the chance to unlock more of the brand’s cookie specialties. The app also allows players to see how your score fares against other players on leader boards on Facebook.

The Lesson – Gaming apps that place their products and messages at the heart of the gameplay might get results faster.

2 – Virgin Mobile: Game of Phones

Some app marketers use apps to highlight a particular product or service. Others do it to take advantage of a particular feature and get their brands the right attention.

Virgin Mobile is a company that did just that. How? Back in 2013, the company created a location-based alternative reality app, Game of Phones. The app encouraged live interaction with people on the street and is also hailed as Australia’s biggest location-based alternative reality game of the time. To play, players had to hunt for virtual prizes on the app’s map screen on their iOS and Android phones. There were over $200,000 worth of prizes to be won. Plus the location-based feature made the app really fun to play. The grand prize winner was crowned the King of Game of Phones and rewarded with a $50,000 VIP trip.

The Lesson – If you want people to download your app, give them an incentive to do so.

3 – IKEA App Catalogue

Part of the reason why a business launches an app is to make its services more accessible for customers. For example, a car rental service might use an app to help customers rent a car on their mobile apps. Similarly, a fast food place might launch an app that allows customers to place their orders on their mobile phones as they wait in line.

The furniture company, IKEA adopted the same concept when it launched a mobile app which made its catalogue more interactive. How did it make its services more accessible? The app used augmented reality to enable customers to project images of the furniture in IKEA’s catalogue into spaces in their own homes.

Why was IKEA’s app so successful? It’s because it focused on why customers visit their stores at all – to look for furniture that will look good in their homes in the space that they have. By creating an app that emulated that experience, the furniture business increased the number of consumers who viewed its catalogue and in the process, gained more exposure for its brand.

After the app was launched, it was reported that customers spent 8 minutes browsing IKEA’s catalogue. This was a significant increase compared to the 3 minutes they used to spend reading it before the app launched.

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