With the progress of technology, great changes have taken place in consumers, enterprises, markets and brand promotion itself. Especially in recent years, after experiencing the rise and fall of traditional Internet including BBS and novel social media including social networking sites and Weibo, another vertical brand promotion has gradually become clear, that is, mobile with the rise of the new mobile Internet wave? App brand promotion.

After consumers are so picky. Not enough effort? Among competitors, if your brand promotion App is just a product to cope with, it is undoubtedly an idiotic dream to get attention. So how should we use the mobile App for brand promotion? Let me show you some successful cases.

Pure mobile App promotion:

German wing airlines

The mobile App from Wings of Germany can not only book air tickets and other normal services, but also shoulder the function of alarm clock App. Of course, this "part-time" alarm clock application is definitely not an ordinary alarm clock that only wakes you up with noisy bells, nor is it 2B's own alarm clock that can fly, run, think and answer questions. It can be said that it is a literary alarm clock application. ? What wakes you up every morning is not an alarm clock, but a dream? This German wing will sound the arrival of the destination at the wake-up time you set. In Britain, this will be the sound of Big Ben. Let's take a look at the video introduction. Such a simple function not only embodies the brand culture, but also enhances users' cognition of the brand. After word of mouth, it is extremely destructive to potential consumers with travel dreams.

Use the situation to promote:

It is a good choice for brand promotion. A typical opportunity, such as "The Rise of the Dark Knight" produced by Gameloft, is a large-scale action game adapted from the movie of the same name, allowing users to experience playing superheroes personally. The upcoming game of chance has gained high attention and users.

Another example is the food application of the same name launched by bean fruit net during the broadcast of the CCTV documentary "China on the Tip of the Tongue", which makes all kinds of food in the documentary into real recipes through pictures and words. As a result of the trend, the download volume of this application has exceeded 1 10,000 in just two weeks after the release of the AppStore.

In addition to the above two adaptations with the same name, you can also use the same type of popular applications. For example, when talking Tom Cat became popular, Besunyen launched the same type of "talking panda" game, and interacted with consumers with the popular virtual pet image to convey the brand connotation of Besunyen's healthy weight loss.

Game promotion:

Subway? Stubborn motorcycle?

Subway, which has just landed in China, has launched the brand promotion of mobile App in order to attract the attention of young people in first-tier cities and turn their attention into actual sales. Stubborn motorcycle? Through the game application, consumers can unlock coupons while playing games, and learn about the latest menu of the subway and the real geographical location of the subway.

In addition to the subway, Master Kong has also played a "treasure hunt handed down from ancient times" mobile game, which can make consumers understand in the process of playing interactive games? A new drink handed down from generation to generation? The raw materials and technological process of sour plum soup and jujube juice have deepened consumers' understanding of Master Kong? A new drink handed down from generation to generation? Understanding of brand positioning of time-honored brands.

Mobile App+ offline marketing promotion:

It's time for Red Bull.

Recently, Red Bull has been promoting the "Red Bull Time" activity, which is a typical mobile App combined with offline marketing. Users will? Red Bull Time? Download the App to your mobile phone, and then you can get a free red bull drink according to your participation in the interaction (you need to claim it offline). What else is in the mobile App? Summon the energy team? And then what? Sleeping God Solicitation Order? And other offline marketing means to promote the brand.

Starbucks early bird

Starbucks early bird (early bird has coffee to drink) need not be introduced, which is similar to the alarm clock function in the Germanwings application mentioned above, but the difference is that Starbucks combines offline marketing promotion with a cup of direct and effective discounted coffee? Temptation? Consumers get up. Actually, except. Early bird? Foreign Starbucks has also explored the mobile pouring service based on LBS. Users only need to determine their location on their mobile phones and place an order, and the Starbucks coffee distributor on the scooter will send coffee to the users. In the era of mobile App, Starbucks, an alternative mobile backdating and early bird, which integrates brand promotion and product marketing, not only makes the customer experience to the extreme, but also allows consumers to really enjoy the discount.

Mobile App+ smart device promotion:

Nike Nike+ Fuelband

Focus? Exercise? Nike, born out of nowhere, started the road of mobile App brand promotion before the iPhone came out, and unlike other pure mobile apps or at most offline activities, Nike has always taken the road of combining hardware devices with mobile apps. From the earliest Nike+ running products in 2006, to basketball shoes Nike+ basketball, training shoes Nike+ Training, and now to the Nike+ Fuelband sports wristband. This technology watch comes with a dot matrix LED display, which can measure time, calories, steps and NikeFuel. NikeFuel is a standardized measurement unit defined by Nike itself. The more NikeFuel, the more active you are. It can synchronize with corresponding applications via Bluetooth, so as to record and track daily activities and progress.

Nike+ series is truly popular and allows users to accept, recognize and even rely on the exercise and fitness mode of connecting smart devices with mobile apps. This model makes the user's fitness and training more accurate and interesting. The more people who are affected by it participate, the greater the recognition of the Nike brand will be. At present, a Nike+ sports community with more than 6 million members has been formed in the world (the number of members increased by 55% last year), which is great in terms of brand appeal and brand value of consumers.

As can be seen from the above-mentioned mobile App promotion cases, most of these apps make the brand value fun, and then promote the brand by word of mouth through games or combined marketing. As mentioned at the beginning, these mobile apps let consumers better understand the brand through interaction and bring sales value. In fact, it is also interactive. Can you use an App to send a paragraph that you can listen to, watch, or? Touch? Our music album is actually a good case, and we also discussed it in detail in the article "APP Exploration of Music Carrier". Of course, the discussion of the case of mobile App in this article is only a glimpse of the whole leopard. In the future, the brand promotion of the new mobile App will definitely be frequent, round after round, you know? Infinite creativity? This slogan is by no means empty.

Finally, about creativity, in fact, creativity is not only to create memories for users, but also to create meaning and business, that is, in addition to creation? Spread value? Better take care of it outside? Sales value? You can't just have fun. This is why many brand apps will be supplemented by various offers to attract users to really consume while increasing the interest. In fact, only the coexistence of creativity and business can bring lasting value to the brand.

;