Andres Soler and I designed this app for my friend Ken Kimmel in Boston and it is now really gaining popularity and attention including being featured on CNN.
Sometimes, there can’t be too much of a bad thing — which would seem to explain the unfortunate creation of the Vuvuzela 2010 app for iPhone and iPad, which celebrates and perpetuates the blood-curdling wail of the ubiquitous horn used by South African soccer fans during World Cup matches.
Just like the actual horns, which came under marked criticism during this year’s matches, use of this app around others will likely be met with outrage, threats of violence, incremental loss of critical brain function and banishment from all match viewings, all of which are well-deserved.
The Pepsi Loot iPhone application rewards consumers with Loot – free songs, including tracks provided exclusively for Pepsi Loot users from artists such as the Neon Trees, Tamar Kaprelian and Semi Precious Weapons.
“The strategic reason is we are always looking to connect with consumers and customers in ways that allow us to create better engaging experiences,” said Margery Schelling, chief marketing officer of PepsiCo Foodservice, Purchase, NY.
“Providing an engaging experience for consumers is our strategy for everything we do,” she said. “If you look at how consumers live today, no one is without a mobile device.”
That was precisely why Pepsi chose to use mobile in this particular initiative.
Using location-based technology, Pepsi Loot features a map of nearby restaurants that serve Pepsi beverages, called Pop Spots, along with information such as address, cuisine type and introductions to the restaurant’s Facebook and Twitter pages.
In addition, restaurants can deliver a value offer directly through Pepsi Loot, such as a free Pepsi with purchase of an entrée.
“Pepsi Loot is a platform for Pepsi to provide added value for all of its restaurant customers,” Ms. Schelling said. “The app creates awareness and drives traffic to restaurants that serve Pepsi and serves as a vehicle to deliver customized offers.”
Once the consumer has arrived at a Pop Spot, the geolocation technology of the iPhone enables the consumer to “check in” to earn Loot.
After the first check-in the consumer earns a free digital song download at the Pepsi Loot Store, http://www.PepsiLootStore.com.
The Pepsi Loot Store includes more than 250,000 songs from a catalog of chart-topping artists.
In addition to providing free exclusive tracks, Pepsi Loot artists contributed behind-the-scenes personal videos, available at the Pepsi Loot YouTube channel, http://www.youtube.com/pepsiloot.
“Mobile is very important to Pepsi’s overall marketing strategy and it is becoming increasingly important for Pepsi Food Service,” Ms. Schelling said. “Mobile is the way that consumers are living their lives.”
TV has rolled out an interactive MTV News application providing users access to this year’s MTV Movie awards, as well as up-to-date pop culture news.
The application is available for free on the iPhone and iPod touch.In addition, the iPad version will be available soon.
“MTV is creating addictive digital experiences for viewers by creating and curating content with MTV’s distinct voice to super serve our audience’s passion,” said Mike Scogin, vice president of wireless at MTV, New York.
“The strategy behind the MTV News app is about making our content as accessible as possible and reaching our audience on the platforms they are spending their time,” he said. “Mobile is where our audience is, and where our advertisers want to be. MTV’s hyper-connected audience is ages 12 – 35.”
Users can browse by several topics, including TV, music, movies, celebrity and gaming news articles, video and photo content.
MTV fans can get behind-the-scenes mobile access to major events, beginning with the 2010 MTV Movie Awards, which airs on June 6.
Leading up to the show, the application updates exclusive content, starting with a live video stream of the red carpet construction. Users can also watch the live footage of the red carpet arrivals, backstage happenings and the after-party. In addition, users can watch video clips of the best moments “
The MTV News app will be promoted on MTV.com, the MTV Movie Awards homepage, social media outreach through Twitter and Facebook and through
With the launch of Oprah Mobile, the daytime TV queen appears to be laying the groundwork for a bigger push into digital media in advance of the debut of the Oprah Winfrey Network (OWN) on cable TV next year.
The App, optimized for the iPhone, Android, BlackBerry and Palm Pre phones, offers a window into Oprah’s media empire — including clips and previews from “The Oprah Winfrey Show,” weekly polls, articles and photos from O, The Oprah Magazine and Oprah.com, and her Twitter updates.
Released by Winfrey’s Harpo Studios, the Oprah Mobile app sells for $1.99 in the App Store. A spokesperson for the studio said Monday the app may extend to OWN, though it’s not yet decided. But that seems like a pretty good bet, given the increased emphasis her forthcoming cable channel will place on digital distribution. Robert Tercek, president of digital media for OWN, said the project will build new media into programming from the ground up.
He also noted that OWN would carry over the core of a digital audience from past efforts like periodic live Web broadcasts of “The Oprah Winfrey Show.” Oprah Mobile would seem to fit that strategy to help cultivate a wider digital audience via smartphone users, which are estimated to make up as much as a quarter of all U.S. mobile subscribers.
Down the road, it’s not hard to envision a comparable Oprah app for the iPad to showcase her various properties and extend live programming and interactive features, including m-commerce, to mobile devices. Tercek last month waxed enthusiastic about the Apple tablet, pointing out the advantage it has over any competing gadget because it comes with the ability to run existing iPhone apps (which would now include Oprah Mobile).
Tercek will have to make sure Oprah doesn’t get too out in front of her audience — which he acknowledged isn’t exactly the early-adopter crowd — in embracing new mobile and digital tools. No need to worry about impressing Apple fanboys.
Offering Oprah Mobile for free instead of charging might’ve been a good way to start, for instance, but the new cable network’s creators will have to test different approaches and learn as they roll out Oprah 2.0.