A brief look at how brands use iPhone apps todayLauren Mullins, Social Media Intern

Why iPhone applications?

• 21,170,000 iPhones sold (as of 2nd Quarter 2009)

• 100,000 applications in the Apple App Store (as of 11/4/2009)

• Over 2,000,000,000 downloads (as of 11/4/2009)

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About The Apps

• Apps included in this presentation are examples of brands using iPhone application platform in an innovative and/or unique way.

– Not all are successful!

• Does not include applications that are simply a mobile version of an online product.

• Examples: Yelp, Bank of America, NY Times, etc

• All applications are authentic brand applications.

– Some have been developed by 3rd party application developers.

• All applications are free unless otherwise specified.

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Types of Apps

• These applications use platforms including, but not limited to:

– Games

– Quizzes

– Ordering Systems

– Online Boutiques

– GPS Location Services

– Videos

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Categories

• For this presentation, applications have been divided into the following categories:

– Restaurants

– Clothing/Fashion

– Consumer Products

– Automotive

– Recipes/Cooking

– Travel

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RESTAURANTS

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Chipotle Ordering

• Uses GPS to find nearest Chipotle Mexican Grill.

• User can order food on their iPhone and pay with a credit card.

• Pick up food from Chipotle without waiting in line.

• Manufacturer: Chipotle, Inc.

• Average Rating: ★★★½

• Similar App: Burger King NOW (Online ordering only available in the Flushing, NY area)

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Dunkin Donuts: Dunkin Run

• Allows the user to do a “Dunkin Run” for their friends.

• App compiles orders from friends for the “runner” to fulfill.

• The “runner” logs in and starts a run by inviting friends by email address or phone number.

• The “runner” & friends import their order into the system.

• Application compiles the orders so they can be displayed on the iPhone or printed out.

• GPS locates the nearest Dunkin Donuts for the “runner” to fulfill the orders.

• Manufacturer: DD IP Holder, LLC

• Average Rating: ★★½

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Pizza Hut: Online Ordering

• Uses an ordering format similar to that of Burger King & Chipotle, but with added features.

• Order anything from the Pizza Hut menu & fully customize your order.

• All orders from the iPhone app automatically save 20%.

• Application also includes a “virtual fridge” that displays current coupons & promotions.

• Users can also play the “Hut Racer” delivery game while they wait for their order.

• Manufacturer: imc2, LLC

• Average Rating: ★★★

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Taco Bell: Why Pay More! Shaker

• Calculates what items on the Taco Bell value menu the user can purchase with their spare change.

• User types in a dollar amount and shakes.

• Application generates a list of the 79¢, 89¢, and 99¢ that can be purchased with the given amount of money.

• Uses GPS to provide the user with the location of the nearest Taco Bell.

• Not an online ordering system.

• Manufacturer: The Hyperfactory

• Average Rating: ★★★

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Starbucks: myStarbucks and Starbucks Card Mobile

• GPS locator of nearest Starbucks store.

• Create & Share your perfect Starbucks beverages.

– Facebook connectivity

• Explore Starbucks whole bean coffee & food options

• Starbucks’ other app – Starbucks Card Mobile – allows users to view/add to their card balance on the go.

• Manufacturer: Starbucks Coffee Company

• Average Rating: ★★★½ (both apps)

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CLOTHING/FASHION

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Gap Inc: Style Mixer

• Application allows user to create entire outfits using Gap products

• Outfits can be added to the “closet” or can be shared with friends via Facebook connectivity.

• View others’ outfits in the “community” tap to gain inspiration or even steal outfits.

• Use the application near a Gap store to unlock exclusive discounts.

• Manufacturer: Gap, Inc

• Average Rating: ★★

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Chanel, Dolce & Gabbana, Donna Karen: Fashion Collections

• View the latest collection by the specific designer.

• Collection images include ready to wear and runway couture.

• Insider content, news, etc

• GPS Store locator.

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PUMA: The PUMA Index

• Application is a stock ticker, with a twist.

• The DOW index numbers determine the clothing status of the user’s chosen male or female model.

• As the DOW numbers go down, the model’s clothes come off.

• Application can be shown to any PUMA sales associate for a 20% purchase discount.

• Manufacturer: PUMA AG

• Average Rating: ★★½

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LL Bean: Moosentration

• Twist on the classic game of concentration.

• 8 picture sets and 3 board types possible.

• Offers no promotion or incentive for LL Bean shopping.

• Manufacturer: LL Bean, Inc.

• Average Rating: ★★★

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Oakley: Surf Report

• Check surf conditions of thousands of beaches nationwide.

• Learn about what the best conditions are for a given beach.

• Find great beaches near you.

• Watch videos/Read news/Learn about pro surfing

• Manufacturer: Oakley, Inc

• Average Rating: ★★★½

• Similar App: REI’s Snow & Ski Report; The North Face Snow Report

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CONSUMER PRODUCTS

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Barclaycard: Waterslide Extreme

• Based on TV advertisement for Barclaycard.

• 9-stage waterslide racing game.

• Uses iPhone accelerometer to stear.

• User can use their own music as background music during the game.

• Manufacturer: FISHLABS

• Average Rating: ★★★

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Benjamin Moore: Ben Color Capture

• Works with iPhone camera.

• User can match a color in a photo to one of Benjamin Moore’s paint samples.

• Shake the app to generate up to 4 coordinating colors.

• Can use GPS to locate the nearest Benjamin Moore retailer.

• Manufacturer: Benjamin Moore & Co.

• Average Rating: ★★½

• Similar App: Sherwin Williams ColorSnap

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Anheuser Busch: Budweiser American Ale Finder

• Uses GPS & Maps to locate nearby pubs/restaurants/retailers of Budweiser American Ale.

• Anheuser Busch offers a similar application for Bud Lite Lime called “Bud Lite Lime Summer Hotspots.”

• Manufacturer: Anheuser-Busch, Inc.

• Average Rating: ★½

• Similar App: Guiness PubFinder

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Charmin: Sit or Squat

• Application is a bathroom finding wiki, with all content being added by its users.

• Uses GPS to find nearby restrooms.

• Provides ratings, reviews, and pictures of the toilet before you go.

• Tells you whether the location is currently open.

• Manufacturer: Densebrain

• Average Rating: ★★½

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Nike, Inc: NikeiD

• Application for NikeiD line of customized Nike products

• User can take a picture and user color matching tool to create custom color palette.

– Create shoes to match a room, outfit, picture, etc

• Create and purchase your design right from the application.

• Can search designs created by other application users.

• Manufacturer: Nike, Inc

• Average Rating: ★★½

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MasterCard: Priceless Picks

• “The world is full of priceless things.”

• Application allows users to share their favorite “priceless” places, things, and deals with the world.

• “Priceless” things can be anything from great restaurants to the best bench to view the sunset from.

• Pulls in offers/reviews and places them in ‘bubbles’ so the user knows where they are coming from.

• Uses GPS to show “priceless” things near the user.

• Manufacturer: Mastercard

• Average Rating:★★½

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Coca Cola: Happiness Factory

• Game which takes place in the “Happiness Factory” within a Coca Cola machine.

• Based on a current TV advertising campaign.

• Application is a shooting game where the user shoots “Mortar Men” from a cannon through various hoops.

• Facebook connectivity to allow users to publish high scores to their Facebook profile.

• Manufacturer: The Coca Cola Company

• Average Rating: ★★★

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Coca Cola: Magic Coke Bottle

• Shake the Magic Coke Bottle to get an answer to your question.

• The Magic Coke Bottle will generate an answer similar to a Magic 8 Ball

• Manufacturer: Welikesmall

• Average Rating: ★★★

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Kleenex: Kleenex Lotion Tissue FEEL

• Kleenex Feelspace is intended to bring the user to a more peaceful place.

• Interactive scenes include: ocean water, flower petals, snowfall, and sandpit.

• Manufacturer: ideasforiphone, LLC

• Average Rating: ★★

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Pedigree: Shake and Bark

• Record your dog’s bark.

• Assign bark to a photo of your dog. (Or select from one of the pre-recorded barks.)

• Shake the application to hear your dog bark when its picture is displayed.

• Read stories about dogs who have been rescued from animal shelters.

• Manufacturer: Mars US

• Average Rating: ★★½

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Zippo: Virtual Zippo Lighter

• Users can customize a Zippo lighter by picking a design and engraving it.

• Open and close the lighter with a flick of the wrist

• Flame reacts to wind/trying to blow it out.

• Manufacturer: Moderati Inc.

• Average Rating: ★★★

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Other Notable Consumer Products Apps

• NikeiD

• Adidas Urban Art

• Men’s Health Workouts (Also a Women’s Health edition)

• Master Card ATM Hunter

• Kodak Gallery

• HP iPrint Photo

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AUTOMOTIVE

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Audi: A4 Driving Challenge

• Application is a game about precision and performance driving.

• Not an average “pedal to the metal” driving game.

• In order to succeed, the play must master control and use the brake to avoid hitting cones or crashing.

• Manufacturer: Audi of America

• Average Rating: ★★½

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Toyota: Prius Experience

• Tour, Interact, Play, and Draw the Toyota Prius.

• Application allows users to take a tour of the 3rd generation Prius.

• Users can interact with the Prius magazine ads.

• 2 games: A force-based game and a physics-based drawing game.

• Manufacturer: Toyota Motor Sales, USA

• Average Rating: ★★★

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BMW: Z4 Experience

• Application includes 4 games:

–Driving Experience (On course driving)

–Navigation Experience (Puzzle game)

–Art Experience (Create art with the Z4)

–Free Driving

• Facebook connectivity to share scores & art

• Manufacturer: Artificial Life, Inc

• Average Rating: ★★★

• Cost: 99¢

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Volkswagen: Polo Challenge 3D

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• Driving game featuring the VW Polo

• Can use accelerometer or tap controls

• Uses GPS to direct user to nearest VW Dealer for live test-drive.

• Manufacturer: FISHLABS

• Average Rating: ★★★

Other Notable Automotive Apps

• Nissan Cube

• Nissan Murano

• GM Mobile

• Ford Flex Photo Lab

• Mercedes Benz C63 AMG

• BMW Sauber F1 Team Racing 09

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RECIPES/COOKING

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Whole Foods: Whole Foods Market Recipes

• Recipe search featuring Whole Foods-approved recipes.

• Recipes feature natural, organic, and healthy products.

• Allows user to search for recipes by course, category, dietary restrictions, or by ingredients on hand.

• Manufacturer: Whole Foods Market IP, LLC

• Average Rating: ★★★

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Betty Crocker: The Betty Crocker Mobile Cookbook

• Features Betty Crocker’s most famous recipes.

• Can search by course, meal, food type, or ingredients on hand.

• Recipes can be emailed to friends.

• Step by step recipe instructions with pictures.

• Manufacturer: General Mills, Inc

• Average Rating: ★★★

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Weber-Stephen: Weber’s On The Grill

• Includes 250+ recipes from Weber’s cookbooks including rubs, marinades, and sauces.

• Will create a grocery list for recipes

• 100+ professional grilling tips

• Reference guide for cooking times for red meat, fish, poultry, etc.

• Videos and information guides to teach user to be a better griller.

• Manufacturer: rabble+rouser, inc

• Average Rating: ★★★★

• Cost: $4.99

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Absolut: Drinkspiration

• Intelligent drink finder application

• Gives drink recommendations based on a variety of categories, including: taste, color, trends, weather, location, and bar vibe.

• Twitter and Facebook connectivity to share what you’re drinking with your friends.

• World trend list: See what is being ordered around the world.

• Download recipes from absolutdrinks.com

• Manufacturer: V and S Absolut Spiritis

• Average Rating: ★★★

• Similar App: Bacardi MixMaster

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Other Notable Recipe Apps

• Kraft iFood

• Women’s Day Magazine Cooking

• Guides By Bravo (Top Chef Recipes)

• Hidden Valley Ranch Recipes

• Al Roker’s Big Bad Book of BBQ ($15.99)

• Spam iCan

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TRAVEL

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Virgin Atlantic: Flying Without Fear

• Targeted to customers who have a fear of flying.

• Includes FAQ, relaxation techniques, fear attack solutions, in-flight experience videos.

• Based on Virgin’s longstanding “Flying without Fear” course.

• Manufacturer: Mental Workout, LLC

• Average Rating: ★★★½

• Cost: $4.99

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British Airways: BA Flights

• Up-to-date information on flight arrival and departures.

• View flight schedules and timetables on any given day.

• Manufacturer: British Airways Plc

• Average Rating: ★★★½

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Avis: Avis Reservation App

• Real-time reservation application, includes availability of specific models/categories.

• Saves user information to expedite future reservations.

• Currently works online in airport locations.

• Manufacturer: Roundarch, Inc.

• Average Rating: ★★

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Hilton Worldwide: Hilton

• Find Hilton hotels using GPS or by city, airport, or address.

• Can search other brands in the Hilton group – Conrad, Waldorf-Astoria, Homewood Suites, Doubletree, etc

• Separate apps also available for Doubletree and Hampton Inn brands.

• Manufacturer: Hilton Hotels Corporation

• Average Rating: ★★½

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Other Notable Travel Apps

• AAA Travel Deals

• Luthansa Airlines

• Lonely Planet

• Travel Channel GO

• Travelocity

• Expedia

• Hotels.com

• ChoiceHotels

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How often are these being used?

• Only about 20% of users return to use the app the day after it was downloaded.

– 30 days in, usage is at only about 5% of users.

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Usage by Category

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• Sports applications seem better at retaining use over the short-term; entertainment over long-term.

Branded Applications care about Engagement

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Conclusions

• The best applications are one that offer users a feature or service they need to use frequently or a game that keeps users engaged.

• Many applications get downloaded, used once and either deleted or forgotten about.

– Brands need to offer an incentive for users to keep the application on their phone & remember it.

• Special discounts or offers for using the application is a good incentive, especially for applications that are simple.

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