App-Overload – Candies do it Right
Seeing that candies are a consumer facing brand, I was shocked to find very little presence of known brands with their own apps on the US Apple App Store or the Google Play Store. I always thought well-known companies nowadays most likely have an app regardless of performance as it is becoming quite a trend to simply have an app out there. After a lot of searching and digging around, I found ways in which some of the candy brands are using or have used mobile applications to reach their audience in the US or abroad.
A Breakthrough in the Candy Industry
I’m one of those who keep essential apps on my phone – a weather app, social media apps, a news app and a couple of games (ok, that doesn’t classify as essential, but you get my gist). I don’t actively look to download the latest or newest app yet I am sure there are people out there who wouldn’t mind downloading an app if it is entertaining, educational, helps productivity or provides discounts. So I really enjoyed reading about Snicker’s attempt at creating three ultra-useless apps, and users actually downloading it!
Playing on the theme of “You’re not you when you’re hungry”, Snickers New Zealand developed three of the “dumbest apps” the world has ever seen (Creativity Online, 2016). Namely they are:
- Liquishield – Waterproofs your phone down to 25 meters
- 1000 Silent Ringtones – play your favorite tunes with no volume (great use that is!)
- Is My iPhone On? Open the app and you’ll know within seconds if your phone is on (pure genius).
These apps are utterly hopeless but demonstrate Snicker’s effort to continue their message of how dim-witted we become when we’re hungry and in need of nourishment (Diaz, 2016). When downloaded and opened, users face a screen that asks “What were you thinking?” and warned not to app when they are hungry. Then, the users are sweetly rewarded for their behavior with a free snicker’s voucher to cure their hunger (StopPress, 2016). This mobile app campaign is relatively new, launched only a week ago on April 6th and has enjoyed 1,566 downloads so far (Snicker’s New Zealand, 2016). It is difficult to determine at this point how successful the campaign really will be for the brand but it is likely to be one that sticks to the minds of consumers. Snicker’s promotion efforts were combined with mobile ads, social posts, street posters, cinema and local key influencers who were in on the joke increasing the reach and potential for people to download the app or have a laugh at the nonsensical nature of it (Campaign Brief, 2016).
The benefits of having these apps for Snicker’s is huge. This campaign has the ability to generate word of mouth referrals, by having users fall for a trap that is hilarious, viral and rewarding. The sales of their bar is also likely to increase as stunts like this connects people to the brand in a personal and fun way. Snickers will be able to track engagement on the app as well as the success of the campaign through the redeemed vouchers. By giving away free chocolates to those attempting to use the app, it helps Snickers to create customer loyalty, build a buzz around the already established brand, and enhance customer goodwill (O’Shaughnessy, n.d.).
Other Chocolates Testing Waters
Aside from Snicker’s there are others who have used apps though it seems each brand is using an app for different reasons
- Hershey’s use an app named My Hershey’s Chocolate World to assist those visiting their attraction in Pennsylvania allowing users to plan their trip and receive offers amongst other things (iTunes, n.d.).
- M&M’s have a purchasable gaming app called ‘M&M’s Chocolate Factory’ where users help the characters navigate through 12 game levels inside a candy factory. It is set up to let users share content through social networks such as Facebook and Twitter to further increase brand awareness (Johnson, 2012)
- Cadbury’s launched ‘Joy Is You’ for Valentines 2015 in Indonesia helping couples refrain being interrupted by their phone on their date (NHBL, 2015)
- Lindt launched the “Say it with the Lindt Bear app” for Christmas 2012 where consumers were able to create unique, cheerful and customized holiday greetings for family and friends with the feature of recording a custom message for Lindt Bear to recite as well (Stratham, 2012).
This goes to show how candy brands are not simply motivated by sales through apps, rather they have developed captivating ways to reach their audience and boost engagement with the brand through users’ phones which is used by for many hours a day by.
What do you think about the way Snicker’s have used their suite of apps in New Zealand? Tell me in the comments below!
Campaign Brief. (2016, April 6). How Snickers and Colenso BBDO NZ rewarded hungry people for downloading ridiculous apps. Retrieved from http://www.campaignbrief.com/2016/04/how-snickers-and-colenso-bbdo.html
Creativity Online. (2016, April 16). Snickers: World’s Dumbest Apps. Retrieved from http://creativity-online.com/work/snickers-worlds-dumbest-apps/46326
Diaz, A. (2016, April 6). These Stupid Apps Show How Stupid You Are When You’re Hungry, Courtesy of Snickers. Retrieved from http://creativity-online.com/work/snickers-dont-app-when-youre-hungry/46340
iTunes. (n.d.). My Hershey’s Chocolate World. Retrieved from https://itunes.apple.com/us/app/my-hersheys-chocolate-world/id1068595360?mt=8
Johnson, L. (2012, December 12). Mars ups brand-building efforts through mobile game. Retrieved from http://www.mobilemarketer.com/cms/news/gaming/14383.html
NHBL. (2015, January 21). CADBURY INDONESIA INTRODUCES “JOY IS YOU” APP FOR IPHONE AND ANDROID PHONES FEATURING LALA KARMELA AND PETRA SIHOMBING. Retrieved from http://www.neighbourlist.com/2015/01/cadbury-indonesia-introduces-joy-app-iphone-android-phones-featuring-lala-karmela-petra-sihombing/
O’Shaughnessy, E. (n.d.). 6 Reasons Giving Away Free Stuff Can Work For Your Small Business. Retrieved from http://ideas4smallbiz.com/2012/04/6-reasons-giving-away-free-stuff-can-work-for-your-small-business/
Snicker’s New Zealand. (2016, April 4). SNICKERS – Don’t App When You’re Hungry [VIDEO] Retrieved from https://www.youtube.com/watch?v=UHmP4nEOlEk&feature=youtu.be
StopPress. (2016, April 7). Snickers disguises itself in the app store, rewards hungry people for stupid downloads. Retrieved from http://stoppress.co.nz/news/how-stupid-can-you-get-snickers-wants-find-out-its-new-apps-colenso-bbdo
Stratham, N. (2012, November 14). Lindt USA Celebrates The Holiday Season With Lindt Bear. Retrieved from http://www.prnewswire.com/news-releases/lindt-usa-celebrates-the-holiday-season-with-lindt-bear-179293041.html