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找到用户内在需求和兴趣点,才是品牌产品与App创意结合的重点。

全球各大品牌商已经意识到应用商店可以为其提供推广品牌、接触消费者,甚至销售内容的渠道。媒体、商业服务以及汽车制造业在这一方面的认识更加深刻,非常积极地把应用商店作为他们发布内容的渠道。从2008年苹果App Store、Google Play Store上线以来,大众、奔驰、丰田、宝马、本田、保时捷等国际汽车品牌,甲骨文、惠普、思科、英特尔、通用电气、西门子、施乐、三星、飞利浦、戴尔等商业服务公司,可口可乐、百事可乐、GUCCI、耐克、阿迪达斯、麦当劳、宜家等消费品公司都相继在主流平台应用商店推出了自己的品牌App。

应用商店数据分析公司Distimo去年10月发布的《2011 全球Top 100品牌及其在应用商店中的状态》报告指出,91%的品牌至少在一个平台应用商店中发布了自己的App,而此报告发表18个月之前的数据是51%。并且越来越多的品牌开始同时推出iOS和安卓平台App,增强品牌在智能手机上的曝光度和接触消费者的机会。

今年10月Distimo发布的《苹果App Store的表现:2012全球Top 100品牌》报告再次证明了这一趋势。报告指出,大部分2012全球Top 100品牌在苹果App Store中至少有一个App,只有12个品牌没有发布App。2011年9月统计的没有发布App的6个品牌也在2012年推出了自己的App。产品促销类App中,《宜家产品目录》是下载量最大的。但也并非所有的品牌都在App Store中获得了全球规模的成功,GE是在不同的国家难得的既叫好又叫座的App之一。

多数品牌在应用商店推出App都不是为了挣钱,因为几乎所有的与这些品牌相关的App都是免费下载的。品牌App的功能策略多种多样,有的App采取大而全的策略,意在展现品牌和产品的所有内容,例如,宜家产品目录、麦当劳等方便用户查询使用。有的App采取一个App只体现品牌和产品的一个特点的策略,例如,Nike+ Running、阿迪达斯MiCoach等运动辅助应用。有的App只为展现品牌文化为目的,例如Disney动画形象品牌壁纸。有的则是专门为使用自有产品开发的辅助App。

品牌App营销能否成功地影响到用户,则要看品牌App是否满足了用户的某些诉求。一般来说,用户对于品牌App的使用主要基于自身的兴趣与需求,这些人是更愿意主动选择信息的消费群体。品牌忠诚、实用工具以及创意游戏是用户下载品牌APP的主要原因。产品信息、优惠信息、活动信息、品牌新闻等品牌App传递的内容更能得到用户的青睐。

如何做品牌App营销呢?

伦敦2012奥运会这个全球盛会可以说掀起了品牌App营销的热潮。伦敦2012奥运会及其官方合作伙伴首次推出以奥运为主题的移动App。奥运会官方推出的Join In、Results、手机游戏三款App,让手机用户无时无处不在感受奥运会的激情。可口可乐推出的《乐玩奥运之音》(MY Beat Maker)可以感知玩家的手机动作,并将运动转化为属于自己的节奏的音乐。三星作为伦敦奥运会的无线合作伙伴推出《三星希望接力跑》,邀请全国运动爱好者为奥运加油助威,在强身健体的同时为公益献力。

伦敦奥运会结束后,品牌App营销热潮并没有减退。可口可乐显然尝到了App营销的甜头,今年10月又在安卓平台上推出了史诗级海洋冒险安卓游戏《螃蟹与企鹅》,把可口可乐瓶盖植入到游戏奖励系统中,通过螃蟹部落给企鹅家族重新带来欢乐的正能量传递历程,巧妙地向玩家传达了可口可乐“畅爽开怀”的新理念。

全球知名玩具制造商乐高积木也加入这一行动中来,2012年10月推出《乔治的生活》安卓游戏,这是世界上第一款将真实的乐高积木与移动设备App结合的交互游戏,这款游戏完全是为乐高积木迷而生,因为你只有购买了乐高积木《乔治的生活》实体玩具才能玩,这不仅仅促进了乐高积木实体玩具的销售,增加了与乐高迷的互动,更加向智能手机消费群体传达了乐高持续创新的品牌价值。

沃尔沃集团也嗅到了手机游戏的魅力,《变形车》汽车跑酷休闲安卓游戏就是出自汽车制造商沃尔沃,在游戏中玩家要操纵各种功能的汽车,例如卡车、消防车、垃圾车、扫雪车、公共汽车、装载机、甚至游艇,这些大块头会在行驶途中通过收集道具“变身”,在前进的同时完成汽车遇到的任务。沃尔沃通过手机游戏的方式将自家工具车的品牌价值传递给普通用户。

从以上这些案例来看,无论是利用像伦敦奥运会这样全球性的盛会,还是通过品牌的产品特点找到用户内在需求和兴趣点,才是品牌产品与App创意结合的重点,这也是小屏幕传递大品牌的奥秘。


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