iPhone Apps Spark Sensory Branding Flame
Zippo Virtual Lighter Screenshot
Ever wonder “What’s the point of all those iPhone applications?” Well, sometimes they’re just meant to be fun. However, when they’re on-strategy for a brand, they can be a lot more than just fun. A branded iPhone application has the potential to increase brand awareness and website hits, as seen in the example of the Virtual Zippo Lighter App. (If you’re not familiar, check out moderati.com/zippo).
Since it’s release last October, it’s been downloaded over 3 million times, and has remained in the Top 40 of free applications in Apple’s App Store for 5 months, beating the average 30-day span of most. Pat Grandy, Marketing Communications Manager at Zippo, says that they’ve seen increases in website traffic and brand awareness. Seems like a no-brainer.
For a company that’s been around 76 years, it’s pretty sweet to have sparked (no pun intended) popularity by utilizing some of the newest technology available. Apps seem like a cool way to incorporate sensory branding, since they utilize interactivity between user and application, and go hand-in-hand online marketing.
It makes one wonder how other companies have included iPhone applications with their online branding efforts. Which ones have already seen success? What kind of time goes into developing an iPhone app, and is the outcome worth it? The Zippo example is pretty incredible, and I’d be very interested to see some more data. Check out the original Business Wire article at http://bit.ly/4HOn.
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