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With marketing so fragmented these days, even the biggest brands risk slipping up trying something new. And it’s been Pepsi left blushing after its iPhone app, ‘Amp Up Before You Score’, attracted the wrong sort of headlines for pigeonholing women (around half its customers). It’s certainly one experiment they won’t be in a rush to repeat.
Whilst most don’t backfire so spectacularly, there’s no shortage of poorly conceived iPhone apps created by brands. But there are also some great ones too, which reflect what the brand is about and extend the marketing experience onto the popular mobile device.
Here are 10 great branded iPhone apps Pepsi might want to take note of before releasing their next one:
1. myStarbucks – Users can create their own drinks, locate their nearest Starbucks and view nutritional info on different types of coffee bean. This is a good example of the type of apps retailers can create for directing people to their nearest store. Gap ‘Stylemixer’ is another notable example.
2. Jamie’s 20 Minute Meals – Currently the top grossing app in the UK iTunes store, with 50 recipes and step-by–step prep photos, perfect for when you’re at the supermarket and want to try something new for dinner.
3. Official Arsenal Football Club app – Another new and popular app in the UK iPhone store (well, with Gunners fans anyway) featuring info on fixtures, team news, video highlights and match photos. You can expect to see a flood of apps from sports teams enabling fans to stay connected to one of their life’s passions whenever and wherever they are.
4. Mercedes-Benz –C63 AMG – This is an excellent example of the mini site apps being created by luxury brands (e.g. Breitling, Christian Dior and Lacoste), which extend the marketing experience onto the iPhone. Mercedes’ app features videos of the new C63 AMG drag racing, engine sounds and, of course, directions to the nearest dealer.
5. Volkswagen Polo challenge – In an adrenaline fuelled alternative to Mercedes’ approach, this 3D racing game is designed to promote the launch of the new Polo. Race around seven courses before finding directions to the nearest showroom to test drive the real thing.
6. P!nk’s Funhouse – One of the first artist themed apps released, this promotional vehicle for the singer’s latest tour features pictures, video interviews and 30 second song clips to entice you into buying the full track. Expect to see similarly themed apps appearing for more artists and tours very soon.
7. Absolut Drinkspiration – If you ever want to impress your friends as a drinks connoisseur then this app can help. It offers drink suggestions based on criteria such as mood, the type of bar and shape of the glass. Maybe you’ll only use this app occasionally, but it fits in perfectly with what the brand is all about and promotes it’s logo at exactly the right time.
8. Virtual Zippo lighter – Currently the most popular branded app around with 5 million downloads of the imitation flame, which you’ve probably seen sparking up at concerts. Carling’s iPint is another popular example of virtual product marketing.
9. Oakley Surf Report – Access surf community news and weather reports for planning your next jaunt to the waves. Just be careful not to get your iPhone covered in sand when you go.
10. Last Minute’s Talking Phrasebook – More of a sponsored app this one, but perfectly relevant to the brand nevertheless. Rather than leave you struggling to pronounce phrases this app actually says them for you. This app is practical, useful and will certainly encourage you to visit Lastminute.com when planning your next trip abroad.
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BDA (Buckingham Design Associates) blog – real people giving real opinions, and a complete lack of agency waffle. BDA deliver an exciting blend of design and creative marketing for the Oxford, Milton Keynes, Northampton and London region.