Mobile Applications Uncovered

Mobile_Applications_Candy_Chocolate

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!

References:

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

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10 thoughts on “Mobile Applications Uncovered

  1. cupcakesnquilts says:

    At first, I was a little surprised at a couple of those apps – Silent music? If your phone is on? What? – but I think I might’ve gotten what they were doing somewhere along the way! Maybe candy companies do have a handle on this app business 🙂 The games potentially made me think about toys that are connected to cartoons. Cartoons can change up characters or ideas, and when they do, there’s reason for a whole new set of merchandise to hit shelves – which kids who are fans might very well want. Whether in a physical toy or in a media app – for kids or for adults – games and play time could be the way to go to draw in customers 🙂

    Liked by 1 person

    • trupti-desai says:

      You are spot on – this does resonate quite closely to how the toys and gaming industry have handled app development. It’s about connecting and creating different avenues for different audiences, at different stages in their cycle of purchase. Be it candy or another industry, there are several advantages of using apps to reach business goals. Thanks for your comment 🙂

      Like

  2. Girl Nine says:

    Great post here. I think there are many dumb applications in the app market, which have cleverly been used to gain attention or conjure up engagement in consumers. Apps are a great way to get others involved in campaigns and to see whether its trash or stash type of deal.

    Liked by 1 person

    • trupti-desai says:

      Exactly, it’s firstly being able to capture an active audience, then engage with them through the app which should hopefully lead to some conversion, lead or simply further interaction with the brand. Mobile apps open up a new channel for the brands to reach users, and almost acts as a daily reminder. If you have a candy app installed on your phone, even if you do not open it every day, your eyes will scan it every time you use your phone. Consciously or unconsciously, you are still being marketed to! Thank you for your comment!

      Like

  3. sastransky says:

    Wow- I was completely perplexed at first by the apps you were talking about, and thought to myself, “How do these even relate to Snickers?” However, with the addition of your You Tube video on your post, it all begin to click! I guess videos/pictures are worth more than a 1,000 words. I can see how that marketing campaign could be beneficial to Snickers, especially with the number of viewers. One more thing they could do to increase engagement is to ask viewers, “What other Dumb Apps Snickers could create?”

    Once again, Great Post!

    Liked by 1 person

    • trupti-desai says:

      I thought the video would be best to explain the apps in a bit more detail, glad it made sense! I agree, that’s a great way to spark more conversations and engagement from users. Thanks for your comment! 🙂

      Like

  4. ssm4smallbusiness says:

    Could not pass this one up because of the headline and then the blog content did not disappoint! I had not heard of these apps and they are genius! Being able to track the downloads and the shares provides so much data and then given the witty and just outright absurd nature of the apps! Another great post!

    Liked by 1 person

    • trupti-desai says:

      Haha, yes they are genius! I’d love to meet the masterminds behind Snicker’s creative department, or take a peek at their analytics to see great levels of engagement. By giving away the free Snicker’s bar, they in a sense have full trackability and transparency into consumer behavior. Very powerful for them! Cheers for the comment my loyal follower 🙂

      Liked by 1 person

  5. athletictrainingandadministration says:

    It’s interesting to see what is out there in terms of apps in the candy world. I have seen some of the games sponsored by candy companies but some of the others that you mentioned are definitely different. The Snickers apps seem totally pointless but I guess that is kind of the point. It is right on target with there slogan and theme for the candy. It is truly interesting what people will download and do when they are bored. I am one of those people that only keeps apps on my phone that I use on a regular basis but I have a few friends that download and keep anything and everything, no matter how useless it is. Great post as usual!

    Liked by 1 person

    • trupti-desai says:

      Indeed, I too found all the apps created by candy brands quite amusing! What surprised me the most was the actual diversity of the apps, be it gaming (M&Ms), dating (Cadbury’s Indonesia), stupidness (Snickers), seasonal (Lindt) or attraction based (Hershey’s). I expected the brands to all have a theme of gaming, to attract the young demographics and the adults. The diversity that exists demonstrates how these brands are not simply developing apps for the sake of following the competition, and I think that stands for something 🙂
      Me too, I’m all for essential apps and trying to live in a clutter-free mobile world 😉 Thanks for your comment!

      Like

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