Analysis of successful cases of mobile APP promotion

With the advancement of technology, there have been new and huge changes in consumers, enterprises, markets and brand promotion itself. Especially in recent years, after experiencing the rise and decline of traditional Internet including BBS and new social media including social networking sites, Weibo, etc., another type of vertical brand promotion has gradually become clear. It is the mobile app brand promotion that emerged with the new mobile Internet wave.

Among competitors whose consumers are so picky and whose efforts are not enough, it will undoubtedly be difficult to attract attention if your brand promotion app is just a coping product. Idiot's dream. So how exactly should we use mobile apps for brand promotion? Let me show you some successful cases below.

Pure mobile app promotion:

Germanwings

The mobile app from Germanwings not only can book air tickets and other normal business, but also shoulder the responsibility of It functions as an alarm clock app. Of course, this "part-time" alarm clock app is definitely not an ordinary alarm clock that only wakes you up with a noisy ringtone, nor is it an alarm clock that 2B can fly, run, and think about questions that need to be answered. 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 Germanwings sounds the sound of your destination at your prescribed wake-up time. For example, in the UK, it will be the sound of Big Ben. Check out the video introduction below. Such a simple function not only reflects the brand culture but also enhances users' awareness of the brand. After word-of-mouth spreads, it has a huge impact on potential consumers with travel dreams.

Leveraging momentum for promotion:

Leveraging momentum is a good choice for brand promotion. A typical one is "Batman: The Dark Knight Rises" produced by Gameloft, which is based on the movie of the same name. The adapted large-scale action game allows users to personally experience playing superheroes. Taking advantage of the upcoming opportunity, the game itself has gained high attention and user volume.

Another example is the food application of the same name launched by Douguo.com when the CCTV documentary "A Bite of China" was popular. It turned the various delicacies in the documentary into real recipes in the form of pictures and text. The result of capitalizing on this momentum is that the app has been downloaded more than 1 million times in just two weeks after it was released on the AppStore.

In addition to the above two adaptations of the same name, you can also take advantage of popular applications of the same type. For example, when the "Talking Tom Cat" application became popular, Besunyen launched the same type of "Talking Weight Loss Panda" The game uses the popular virtual pet image to interact with consumers and convey the brand connotation of Besunyen’s healthy weight loss.

Game promotion:

Subway? Stubborn motorcycle?

In order to arouse the attention of young people in first-tier cities, Subway (Subway), which has just landed in China, has The strategy used to convert attention into actual sales is mobile app brand promotion. They launched a game application called "Stubborn Motorcycle". Consumers can unlock coupons, learn about Subway's latest menu and play the game at the same time. Information such as the real location of the real Subway.

In addition to Subway, Master Kong has also played the "Treasure Hunting" mobile game. This game allows consumers to learn about the new drinks passed down through the ages: sour plum soup and jujube juice while playing interactive games. The raw materials and technological processes have deepened consumers’ understanding of Master Kong’s positioning as a new drink and a time-honored brand.

Mobile App + offline marketing promotion:

Red Bull’s time is up

Red Bull has been promoting the “Red Bull’s time is up” recently, and this promotion is one Typical mobile apps are combined with offline marketing. Users download the "Red Bull Time Up" App to their mobile phones, and then participate in the interaction to get free Red Bull drinks (need to be claimed offline). In the mobile App, there are also "Summon Energy Team" and "Sleeping God Collection Order", etc. Use offline marketing methods to promote your brand.

Starbucks Early Bird

There is no need to introduce more about Starbucks Early Bird (early birds get coffee), and it is the same as the Germanwings application Germanwings mentioned above. The alarm clock function is similar, but the difference is that Starbucks combines offline marketing and promotion, using a cup of fragrant and discounted coffee that is direct and effective to "tempt" consumers to get up. In fact, in addition to Early Bird, Starbucks has also explored the Mobile Pour service based on LBS. Users only need to determine their location on their mobile phone and place an order, and Starbucks coffee delivery people riding scooters will deliver the coffee to the user.

In the era of mobile apps, Starbucks, an alternative Mobile Pour check-in, and Early Bird, an app that integrates brand promotion and product marketing, not only maximize customer experience, but also allow consumers to truly enjoy discounts.

Mobile App + smart device promotion:

Nike Nike+ Fuelband

Nike, which focuses on sports and has a background in mobile apps, started developing mobile apps before the iPhone was launched. The road to brand promotion, and unlike other pure mobile apps or most combined with offline activities, Nike has been taking the road of combining hardware devices with mobile apps. From the Nike+ running products that first appeared in 2006 to the basketball shoes Nike+ Basketball, training shoes Nike+ Training, and now the Nike+ Fuelband sports wristband with built-in Nike+ chips. This tech watch comes with a dot-matrix LED display that measures four types of data: 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 be synchronized with the corresponding app via Bluetooth to record and track each day's activities and progress.

The Nike+ series has truly popularized and allowed users to accept, recognize and even rely on the sports and fitness method of connecting smart devices to mobile apps. This method makes users’ fitness and training more accurate and fun, and is influenced by it. The more people that are influenced to participate, the greater the recognition of Nike's brand will be. Currently, there is a Nike+ sports community of more than 6 million members around the world (the number of members increased by 55% last year), whether in terms of brand appeal. Whether it is the value the brand brings to consumers, it is a great success.

From the above mobile app promotion cases, we can see that most of these apps make the value of the brand fun, and then use games or combined marketing to promote the brand through word-of-mouth. As mentioned at the beginning, these mobile apps allow consumers to better understand the brand through interaction and bring sales value. In fact, it is also interactive. Using an app to release a music album that can be listened to, viewed, and "touched" is actually a good case. We have also detailed it in the article about APP exploration of music carriers. Of course, this article’s discussion of mobile app cases is only a glimpse. In the future, new mobile app brand promotions will definitely come out in various ways, one after another. You must know that the slogan “Infinite Creativity” is by no means empty.

Finally, regarding creativity, in fact, creativity is not only about creating memories for users, but also about creating meaning and business. That is, in addition to creating "communication value", it is best to also take into account "sales value", not just Simple fun is gone. This is why many brand apps, while increasing their fun, still provide various discounts to attract users to actually consume. In fact, only the coexistence of creativity and business can bring lasting value to the brand.

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