Are iPhone applications the latest marketing frontier?
March 1st, 2009
Recently I’ve noticed more and more iPhone applications being released in the run up to both film releases and real-world product launches for large purchase items such as cars. So, what do the marketing chaps want to achieve with these adventures into the world of mobile computing?
Can we summarize that the marketeers see the iPhone as a lot more than just a mobile device? I think so, otherwise they simply wouldnt bother right? The thing I simply cannot get my head around, is how, or indeed if, the marketeers look to get any ROI on what must be a sizable amount of time and investment to create these iPhone apps which are usually quite sophisticated games.
Rhino Ball
For example, lets take Rhino Ball – a pretty sophisticated 3D game in which you control a hamster in a rolling ball. Pretty amusing, but I cant say it really compelled me to go and see the film. So why bother? In times of recession and tight budgets, I simply cant fathom why they are spending money on this rather niche medium to touch a small group of people with a weak message.
Perhaps this is just a prime example of marketing depts. blowing budgets for the simple reason “its cool”.
1 Response to “Are iPhone applications the latest marketing frontier?”
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March 2nd, 2009 at 09:32 AM
As it happens i put rhino ball on the other day, for the kids (no, really it IS for the kids – keeps em quite while im in costa’s ;-) and they now want to see a film they otherwise wernt aware off, so i guess its working.
I guess the point is they are aiming the marketing dollars at a demographic that’s likely to see the film (iphone / touch owners) rather than putting up thousands of billboards that are seen by more, but appeal to less people?
As far as i can tell, a lot of them are simply boiler plate apps with a new set of graphics for what ever your pimping this time round, so I imagine the cost isn’t that high, compared to plastering everywhere with billboards.