Elevating Interactivity

One of the things we push a lot here in this blog and to our clients is the need for interactive experiences to provide real utility to the people who use it. When that can be acheived, brands can weave in all manner of marketing messages and they will be not only tolerated but welcomed. This is how brands create real relationships with their customers.

Kraft has not only succeeded in this, but has possibly taken it to the next level with their branded iPhone app called iFood Assistant. In the enormous universe of iPhone apps, iFood Assistant has gained a lot of popularity. It’s the 2nd most popular application in the lifestyle category and among the top 100 paid apps. That’s right — iFood Assistant costs money. Despite the fact that it’s a heavily branded experience, Kraft has succeeded in getting lots of people to pay 99 cents for it. That’s because it’s useful so people are willing to pay for it. And they’re also willing to tolerate the advertising that’s ubiquitous within the app. 

But there’s more. Some of the useful features of the app include recipes, and the ability to build shopping lists from these recipes. And the ability to find stores nearby to shop for these items. And even, in some cases, what aisles to find those items in within the store. Now I’m sure you won’t be surprised to hear that Kraft products are heavily featured in these recipes and shopping lists. So in addition to immersion in the brand, it drives you to an actual sale. That’s some serious marketing. 

So let’s recap the benefits here for Kraft:

1. They generate revenue by charging for the application
2. They create a new channel for brand advertising within the app
3. They can provide ideas to customers of new ways to use Kraft products, fostering cross-selling
4. They strengthen their relationship with existing customers by providing utility
5. They drive customers directly to directly to buy more Kraft products right now

What I love about this especially is that they are able to leverage the pervasiveness of mobile technology to take what’s essentially a brand marketing campaign and cross the line into the sort of direct response results that have made Google so successful.  It’s hard not to think that the future of engagement marketing like this is bright.