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Appvertising: A Smart Way to Engage Users

Big name brands are slowly but steadily shuffling towards the ever growing mobile app marketing industry as a way to engage with users, but what are the secrets to turning a great advertising campaign or brand message into an engaging app that users will download? The success of McCann Melbourne’s Dumb Ways to Die app has shown how a strong viral message can propel you to the top of the app charts.

The original campaign, which arrived in the short of a funny video that encourages greater thoughtfulness from rail users, swept the board at the Cannes Lions advertising awards recently due to its addictive nature and intelligent execution. With 50 million views on Youtube for the quirkily animated interpretation of a Feist like song, the advert became a viral hit that swept the world. More recently it has benefitted from the creation of an app released on iOS that has kept it in the eyes of a global audience.

While the video reached its Youtube peak in November, the Dumb Ways to Die game (in which players try to stop dumb deaths) has been riding high in the charts for a number of weeks. As of the 10th of May the game has cemented itself at the top of the charts in countries such as the UK, Australia and the U.S., taking the original viral success and turning it into App Store supremacy.

For advertisers and marketers, this success raises some interesting points. One of the big points is that Dumb Ways to Die proves that an app can form an important part of an integrated campaign by capitalising on previous successes to capture new users. It also offers a more engaging way to reach end users by switching from the passive act of, say, watching a video in favour of something more active like playing a game and pledging not to do dumb things around traffic.

So if you’re looking to give your advertising campaign a leg up or want a new way to reach the right people, delving into the new and interactive world of what we call “appvertising” could bring an interactive element to your brand that could significantly increase consumer engagement and bolster your original message.