April 28, 2009

We’ve got your back… side

squatAn interesting article in Adweek talks about the struggle branded iPhone applications are having to grab attention is the midst of so many other apps. One of the few to have succeeded is Zippo. To quote from the article “last October they came out with a branded iPhone application that features a simple lighter on the screen. Since its introduction, the Virtual Zippo Lighter has been downloaded 3 million times, making it the most popular brand application on the iPhone platform”.

Other brands are trying another route. Rather than create a new app Proctor and Gamble approached an existing app to be their sponsor. Sit or Squat is an app that helps users find clean toilets. A perfect fit for their Charmin brand of toilet paper. As one of their spokesmen said “We’re not in the business of creating iPhone applications, we’re in the business of toilet paper.”

Just a thought. What if the app helps you find a toilet but there’s no paper? That would wipe the smile off P&G’s face.

Read the article here >

April 20, 2009

Don’t say “appvertising”. Just shut up and drive.


I’ve started reviewing branded iPhone apps on my Twitter account but ones that deserve more attention will get a mention here. The one developed for the BMW Z4 campaign is very well thought out. It ties in perfectly with the campaign and includes a “making-of” from the film and the possibility to create your own artwork with a game where you tilt the iPhone to steer the car. Although BMW has a history of collaborating with artists I find the artwork a little too close in spirit to Martina Navratilova’s tennis ball paintings.  Not that she puts much thought into her creativity – reminds me a little of the painting elephant. Anyway, there is a full version of the app promised soon. Look forward to seeing where they take it next. The BMW UK site also has an interesting augmented reality game but unfortunately this only works on PC.

Here is a link to the app. Not sure if it is available in all iTunes stores…

I’ve already seen people using the word Appvertising. Even though I can’t stand these made up words I’m sure I’m going to have to use it in a client presentation soon. It’s up there with webvertising and advertainment. I’m cringing as I write.