This document summarizes a presentation about promoting mobile applications. It discusses discovering applications through app stores and other channels, developing a marketing strategy in 7 steps including creating buzz on social media and with PR, and a case study of a soccer app from Sympatico that engaged fans through social features and a promotional campaign. The presentation emphasizes the importance of marketing from the start of development and continuing promotion around launch to drive downloads.
40. Background
• In June of 2010, Sympatico.ca wanted to engaged Canadians through the
World cup of soccer.
• We new that if we were going to make an impact, we had to come up
with a unique proposition that differed from the leaders in the space.
• We chose to “go social”
41. The Sympatico.ca Fans Soccer App
• Live chat with other fans
•
Real-time results for each game
• Bar finder
• Team rankings
• Vote for favourite team
• Statistics and full schedule for the
• Share photos, videos and comments
2010 World Cup
42. Promotional Plan
Sympatico developed a promotional plan with App Promo that included:
• Mobile advertising
• Major Media outreach
• Blogosphere outreach
43. Results
• 70,000 total downloads (47,000 unique, 23,000 updates)
• Number of Posts in discussions: 25,656
• Number of images Posted: 1,292
• Number of Video Posted: 17
Countries where the application was used:
Netherlands
Tanzania
Denmark
Japan
Belgium
Morocco
Luxembourg
Algeria
France
Guyana
Canada
Qatar
UAE
India
Reunion
China
Mexico
UK
Saudi Arabia
Ecuador
USA
Kuwait
Senegal
Germany
South Africa
Switzerland
Hong Kong
Jordan
Italy
Dominican
Republic
44. What we learned
• Be sure to check for trademarks in the keywords of the application.
• Don’t rely solely on device language detection to set language.
• Time your promotion to get noticed in the App store.
• Press release sent 3 days before the start of the World Cup
• Mobile advertising was done the first 2-3 days of the event
• Alerts are a great way to engage the audience.
• Have anchors in social media like Facebook pages and Twitter accounts to
get the most from social promotion.
45. Fast Forward to Today!
• Sympatico.ca Mobile App Launched July 7th on iPhone, Blackberry and Android platforms
• We’re employing the same tactics – Media/Blogger/Storefront outreach, Media campaigns
• Downloads grow quickly which gets you picked up in the stores
• Media Pickup
• Mediacaster
• Media in Canada
• Freshapps
• Mobile Syrup
• Interactive Ontario
• Android in Canada
• BlackBerry Cool
• AndroidPit.com
• AndroidZoom.com
• AppsAffair.com
• LetAndroid.com
46. Thank-You!
David MacPhie
Director, Mobile Network Partnerships
David.MacPhie@bell.ca
(416) 353-8247