Tag Archives: Mobile app

EasyJet’s App, Kit Kat’s rebrand and Domino’s emoji order service

This week in Digital Bytes: EasyJet launches its Mobile Host app that guides passengers through the airport via Google Maps, ‘YouTube break’ replaces the Kit Kat logo on limited edition wrappers, and Domino’s launches an emoji pizza ordering service.

EasyJet launches Mobile Host iOS app to guide passengers

Source from Flickr
Source from Flickr

EasyJet has launched the Mobile Host app, which guides passengers through the airport process (click to Tweet). EasyJet already has a mobile app that has many significant features. Beyond storing electronic boarding passes, the app lets you manage bookings, track flights and even check in using a photo of your passport.

The app tells travellers via their smartphone where to drop off their baggage, which gate to board their flight from and, upon arrival, which conveyor belt to pick up their bags from.

Once it sees you’ve arrived, a push notification will tell you where to dump your bag, and direct you there using indoor maps courtesy of Google. If you’re just taking carry-on, then it’ll point you towards the departures area instead, and once through security, you don’t need to keep checking the information screens, since it’ll let you know when your gate opens and how to get there.

After the flight, Mobile Host will notify the travellers and tell them what baggage carousel they need to head to.

For now the app will use live data collected from London Gatwick Airport’s database to present passengers with flight itinerary information and maps of the airport using Google Maps’ indoor plans.

Kit Kat rebranded as ’YouTube Break’

Source from Flickr
Source from Flickr

‘YouTube break’ replaced the Kit Kat logo on over 600,000 limited edition wrappers. (click to Tweet) This forms one of 72 different types of “breaks” that feature on more than 400 limited edition designs across two and four finger variants as well as Chunky bars.

Fans can also use Google’s Voice Search feature. Those who speak “YouTube my break” into their phones will be served a Kit Kat video as well as the top four trending YouTube videos anytime, anywhere worldwide.

Lisa May, Head of Kit Kat at Nestlé UK and Ireland, explained it would use the data collected from the campaign to help attain a better understanding of how people consume video content.

“The way people take their breaks today is very different to how they took them in the past”, she continued. “We want consumers to know that Kit Kat is still the perfect accompaniment for their break, however they want to have it. YouTube is an extremely common platform that consumers use to have a break. We want to ensure Kit Kat remains relevant and is present where our consumers are.”


Domino’s lets customers order pizza through emoji

Source from Flickr
Source from Flickr

Domino’s is introducing a service in the US through which you can make an order by a simple tweet that includes a pizza slice emoji (click to Tweet) to the chain’s Twitter handle.

Regular Domino’s customers will not even have to type in their pizza choice once they have entered their ‘easy pizza’ preference on their Domino’s Pizza Profile, which is linked to their Twitter account. To take advantage of the new service, pizza-seekers will need to have set up both an online Domino’s Pizza Profile and an Easy Order pizza choice.

The Domino’s app already makes it as simple as a few taps to order a preferred pizza or repeat a previous order, and sending a tweet with an emoji is probably about as easy as it gets. Domino’s is planning to launch it in other counties, including the UK, as well.

Patrick Doyle, Domino’s Chief Executive, said: “It’s the epitome of convenience. We’ve got this down to a five-second exchange.’’

Domino’s is embracing technology, launching many innovations including being able to order pizza through an Xbox gaming console; allowing people to use their smartwatch to order.

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Get your Zombie App to the Land of the Living

Zombie app optimisationIn 2014, mobile stopped being the ‘future’ marketing strategy and became an integral part of any current strategy and this is somewhat down to the popularity of mobile applications. This was a year when consumers started to successfully download apps not just for fun and games, but for eCommerce, healthcare and utility and actually use them! Apple’s App Store billing outgrew Hollywood Box Office in the US and Facebook bought WhatsApp for $19bn. Companies have added apps to their portfolio to increase brand loyalty, improve customer service, and increase revenue and many new companies have been created especially for this emerging market.

So what has this meant in the app market?

At the end on 2014, there were over 1.5 million apps available to consumers across all devices. Even when you separate this number into different genres and geological markets, the numbers are still staggering. However, the marketing channels within the app stores haven’t changed in the last 6 years since their inception, using ranked lists to promote popular or new applications on the market.

There are around 40,000 of these lists on the app store and it is considered that if you do not rank on any of these then your app will never be found organically. Currently 83% of apps are not ranked in any of these lists and these apps are called zombie apps. They sit within the app store with no way to find them except for specific search terms, usually the name of the app.

So how do you create an app which will live?

This isn’t the first time that volume of results has inhibited brands from being visible in organic search results. SEO, or search engine optimisation, is one of the key online marketing strategies used by companies online to be found by people looking for their products or services, and best practice has been refined over the years to give websites a competitive advantage and to keep up with Google algorithm changes.

Traditional marketing is vitally important when looking at your strategy as your app is just the same as any other product or service that is of value to consumers. However, ASO, or App Store Optimisation is an increasingly overlooked opportunity when trying to create traction and growth in the app market.

Here are the key factors you should consider from an ASO perspective:

App Title – Keywords in the title

Adding target keywords to the name of the app is not immediately obvious. Very rarely do companies name themselves after their product or service, however according to MobileDevHQ apps with keywords in their title rank 10% higher. SimilarWeb reports that the renaming of the ‘Amazon’ app to ‘Amazon Shopping’ saw a jump from #14 to #3 for the shopping search term and took 10% market share for this term, up from 2.18%. Other apps have followed suit including Gmail – email from Google and Spotify Music.

Google only allows 30 characters, so take into account which keywords are most important. An iPhone screen tends to see 35 characters, but all the keywords are relevant for search in the app store, so an approach like Map My Run pictured below takes this into account and includes the brand name first while still including relevant keywords.


Keyword field

This is more obvious: add more keywords and be found for more search terms. Google Play has a description field with a 4,000 character limit, whereas Apple has a keyword field with a 100 character limit on iTunes Connect, therefore you will need to optimise differently for both versions.

For Apple, it is best to separate your keywords by commas but do not use spaces: “keyword1,keyword2″ will be just as effective as “keyword1, keyword2″ but will save space. Apple’s search algorithm can combine keywords, so use single words with commas even if it is a phrase. The description field content does not count into keywords so remember here it is just about convincing the reader rather than loading it with keywords.

For Google, keywords should appear 5 times to be optimal in the description. As you might expect from Google, this is more akin to more traditional SEO and therefore it is up to you to find the best balance of keywords and useful information for the reader.

Ratings and Reviews

Ratings mean rankings. And not just any ratings, an app requires positive ratings to be considered a popular app and make its way onto the ranked lists. This usually starts with the people you know. Even if you’re aiming for world domination, you need to start somewhere and getting 10 honest positive ratings from friends and family can give users the motivation to download and use your app.

Once you start getting downloads there are techniques you can use to get further good ratings and reviews. A “share the love” button can be a better call to action than ‘leave a review’. If you are using notifications, make sure these are at the right times and to the right people, ignoring these factors could lead to negative reviews and worse rankings.

There are however people that are going to have bad experiences. The ideal scenario in these cases is that they contact you and not leave a bad review. If you include a form of contact in your app description like email address, a Twitter or Facebook account, this can become a source for feedback which won’t affect your rankings. Websites can also be used for feedback and include review bars for positive feedback from people who originally wanted to complain.

If you do get bad reviews, the most important thing is to listen, reply and fix problems as quickly as possible. Not many successful apps launched without bugs and various issues, but dealing with them in the right way can lead to success.

What else can you do?

Other important factors when creating your product are your logo, the app screen shots, and App Updates.

Your logo should be simple. Avoid using words in the icon, the design is going to be quite small so it is best to be consistent with the app but also stick out from the crowd. You should consider using a border so it works on a variety of backgrounds as the image should be visually impressive when it is on the phone as well as when it is in the app store.

Screen shots in the app store are the clearest visual indication of what experience the user will have before downloading the app. Google and Apple give 8 and 5 respectively so use them to full effect. The best screenshot is one that reflects what is so great about you app; it sometimes appears in the search results so take that into consideration too.

App updates occur semi-regularly and can be an annoyance to users. Inform the user thoroughly by filling in the ‘what’s new’ field with all the relevant details, and add a call to action to encourage users to download.

Number of downloads is one of the biggest factors when ranking. This is why traditional marketing approaches are important to the success of the app. Looking at all of your marketing channels and your audience will give your app the best possible chance for success.

You’re now ready to start App Store Optimisation to get your Zombie app back to the land of the living. Comment below if you have any feedback or questions, or get in touch via Facebook, Twitter, Google+ or LinkedIn.

 mobile payments 2015

To find out more about the evolution of Mobile in 2015, click on the image above to read about how we think Mobile payments will go mainstream in 2015.

Geo-targeted ads and Starbucks delivery

This week in Digital Bytes:  Postcode targeting turns Twitter into a key general election battleground, BBC to test ‘experimental’ digital technology and content via new Taster platform, and US Starbucks customers will soon be able to have coffee delivered via the mobile app.

Postcode targeting turns Twitter into key general election battleground

Source from Flickr
Source from Flickr

Twitter has introduced a form of geo-targeted advertising ahead of the general election in May (click to Tweet) as it seeks to position itself as a key electioneering platform.

With polls showing both Conservatives and Labour in a dead heat, the micro blogging site will let advertisers focus campaigns on individual postcodes to enable politicians to target swing seats.

Gordon MacMillan, Editorial Manager of Twitter UK, wrote: “For political parties fighting on a national and constituency level, such exact targeting is another useful tool in the campaigning arsenal. In the UK, political parties or brands can already target by nine different regions. This includes the ability to focus Twitter Ads on distinct geographic regions areas, such as the East Midlands, the North West and South East England.’’

Twitter identifies three areas in which the new system could bring benefits; namely to respond to local issues, raise the profile of candidates, and convey local messages.

BBC launches a new Taster platform

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Source from Flickr

The BBC has launched a new online platform that allows the broadcaster to develop and test ideas for digital content and technology, (click to Tweet) which audiences are able to watch and rate.

The BBC Taster will house ‘experimental’ ideas such as interactive, short-form or social content, online features and services, as well as digital technology from BBC Future Media, Research and Development, Connected Studio and digital innovation teams.

Ralph Rivera, Director at BBC Future Media, said: “Innovation has been at the heart of the BBC since the birth of radio and TV, right through to the digital age – having pioneered products and services like the BBC Micro, Ceefax, BBC iPlayer and the first truly digital Olympics in 2012.

“BBC Taster is the next step, bringing together our editorial and technology experts and opening the process up for audiences. This will give us valuable feedback and technical insights, helping us to further develop our ideas and work on those with the greatest potential”.

US Starbucks customers will soon be able to have coffee delivered via the mobile app

Source from Flickr
Source from Flickr

Starbucks is to launch a coffee delivery programme in the US in the second half of 2015. (click to Tweet)

Howard Schultz, the Chief executive of Starbucks, announced that the brand was “finalising plans for two distinct delivery models, one of which utilises employees and the other of which leverages the capabilities of a third-party service,” reports CNBC.

Schultz explained that Starbucks will begin testing a new plan to allow Starbucks customers to order drinks and coffee using a new mobile application. ”Imagine the ability to create a standing order of Starbucks delivered hot to your desk daily,” Schultz explained, according to CNBC. GrubHub, Seamless and other competitors already allow consumers to purchase food and other items from local restaurants for delivery, but Starbucks so far hasn’t been a partner in that program.

Orders will be made through the Starbucks app, which enables users to place orders and pay, after it had a successful trial period in Portland in December.

This comes after earlier this week the firm announced that it will be rolling out wireless chargers throughout its UK branches.



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Oculus Rift App and Qantas Focus on Stories

This week in Digital Bytes:  The Who creates virtual reality app for Oculus Rift,  Qantas Airlines’ ‘Feels Like Home’ campaign is launched and Vodafone celebrates ‘local heroes’ in its biggest ever Christmas ad.

The Who creates virtual reality app for Oculus Rift

oculus rift the whoLegendary Rock band, The Who have announced plans for a virtual reality app with  Oculus Rift (click to tweet) which will launch in 2015 with a limited demonstration for the Oculus developer community before Christmas.

The app is a result of partnership between The Who, their management company Trinifold Management, label Universal Music and developer Immersive, tying in with a new compilation album and tour to celebrate the band’s 50th anniversary. The mobile and tablet app also takes the form of a 3D world, dotted with imagery from The Who’s career, as well as rare photographs from Roger Daltrey’s archives; and music courtesy of fans’ own iTunes collections, or streaming services Spotify, Deezer or Rdio.

“We’ve kept it quite tight around The Who Hits 50 album, but the idea is to expand and use the technology to unlock different experiences as the tour evolves”. Michael Fenna, Creative and Production Director at Immersive said.

The mobile app is free – although there could be future in-app purchases – but it is believed that the company will charge for the Oculus Rift app.

Qantas Airlines ‘Feels Like Home’ campaign

airplainQantas Airlines has sought to tell the ‘real’ stories of five passengers and their journey home to Australia in its latest campaign, Feels Like Home (click to tweet).

Covering TV, cinema, print, outdoor and online, the airline said the campaign was designed to “celebrate the unique place Qantas has in the lives of many Australians”.

“For almost 100 years Qantas has been bringing Australians from all around the world home to the people and places they love,” explained Qantas Group Chief Executive Alan Joyce.

A girl coming home from visiting extended family in from Los Angeles, a mother living in Hong Kong bringing her new baby home to meet its grandparents for the first time and a miner returning from work in Pilbara are among the stories told in the campaign.

Vodafone celebrates ‘local heroes’ in biggest ever Christmas ad

christmas campaignVodafone features hospital staff, chefs, farmers and its employees around the country singing along to ‘Let it Go’ from ‘Frozen’, the Disney film, in its biggest Christmas ad  (click to tweet).

Despite having to work over the festive period, the “local heroes” are shown to be full of Christmas cheer and bursting into song, as they watch the film on their device.

Rupert Williams, the Managing Director at RKCR/Y&R, said: “We wanted to bring to life the joy of being able to watch Sky films and TV shows wherever you are this Christmas on Vodafone 4G.

“Singing along to Let it Go from the film Frozen does that in spades. The team that worked on the ad may never be able to get the tune out of their heads though.” Daryl Fielding, the director of brand marketing and communications at Vodafone, said: “Like many people across Britain, joining in with the Let it Go anthem inspires them and lifts their spirits.”

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Digital Bytes: Groupon unveils an iPad-based platform named Gnome

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news. This week our post focuses on Groupon’s new platform ‘Gnome’, Adidas’ service that allows you to customise your footwear with Instagram photos and EE’s campaign for the World Cup.

Groupon unveils Gnome that redeems purchased offers

Groupon has unveiled an iPad-based platform named Gnome, which will end the need to present a paper voucher or show a mobile device when customers collect a deal.
Pronounced G-nome, the platform has been designed to let merchants redeem Groupon vouchers via Bluetooth or a customer’s name, while also allowing the business to share customer feedback via Facebook and Twitter.
Eric Lefkofsky, CEO of Groupon, said: “When it’s complete, Gnome will serve as an operating system for merchants to run their entire operation and enable them to create real-time promotions that bring customers into their business when they need them the most.”
The tablet will let merchants instantly recognise their Groupon customers as they enter their business, redeem Groupon vouchers and save time and money with a simple point of-sale system and credit card payment processing service.
“Gnome is an important step towards our long-term mission of creating a world where merchants are constantly connected to the Groupon local commerce platform,” Lefkofsky added.

Adidas to let fans customise trainers with Instagram photos

Adidas has updated its “MiAdidas” customised footwear offering with an option that lets fans personalise their trainers with their own Instagram photos.
The sports business is launching an app in August that will allow users to have any of their Instagram pictures printed onto their ordered ZX Flux shoes. It is not known how much the customised shoes will cost, however, it is likely fans will be able to order them directly from the app.
The service one-ups Nike’s PhotoID approach introduced last year, which only lets you modify a pair of shoes using colour tones from your Instagram photos. The Adidas program lets you cover the entire sneaker with Instagram photos. Regardless, whatever custom Instagram sneaker you end up making can only be attributed to you, and that makes it uber-unique and innovative.

Kevin Bacon rides UK’s biggest rollercoaster in EE ad

In the latest ad from EE, Kevin Bacon streams a football match on his mobile phone while riding The Big One rollercoaster at Blackpool Pleasure Beach.
The new ad, which shows Bacon on the rollercoaster holding his phone, highlights the fact that EE is the official mobile network of the England team, ahead of the FIFA 2014 World Cup. The film aims to show that EE’s 4G “superfast” internet will allow people to stream football content during the World Cup in unusual places.
Bacon speaks to a small boy next to him on the rollercoaster, which is the tallest in the UK. The boy originally thinks Bacon is talking about the rollercoaster, before the actor explains he is talking about the football match on his phone. Spencer McHugh, the Director of Brand at EE, said: “EE’s 4G network now covers a massive 70 per cent of the UK population, so our customers can enjoy a far superior internet experience on the go in more places than ever before – which is great news, especially in a tournament year when quality streaming will be in high demand.

Bacardi launches mobile CRM campaign

Bacardi mobile CRM campaignBacardi has teamed up with Tiger Tiger bar chain owner Novus Leisure to trial a mobile in-bar promotion, as the drinks manufacturer looks to strengthen its CRM offering.

The promotion, a first for both brands, lets consumers purchase two-for-one Bacardi Mojitos across all of Novus Leisure’s 45 bars in the capital using a mobile app.

Participating bars have QR code scanners which let consumers redeem their offers in-house. Consumers can take part in the scheme by registering on the Late Night London mobile site.

Bacardi and Novus Leisure are using the tie-up, created by mobile agency Sponge, to track redemption rates and target consumers with future promotions.

The mobile platform has been devised as a “test and learn” initiative and could be extended to other Bacardi-owned brands in the future as well as other bar chains.

To read the full article, visit Marketing Week.



FWM build Carling Zest app

Fast Web Media has helped build a new online and smartphone app to launch Carling’s new drink, Carling Zest.

Zest is a summer drink that is infused with a hint of lime, and Carling wanted to celebrate its launch by offering users the chance to create their own sound of summer.

Liaising with other agencies, we developed a YouTube and mobile app that features a soundboard comprised of several classic summer sounds. These include the sound of a man playing football, partygoers enjoying a BBQ and people relaxing at the beach.

Users can then blend these soundclips together to make their own unique summer mix that can be recorded and entered into a competition. The best mixes – as judged by DJs Jaguar Skills, DJ Food and DJ Yoda – will win tickets to V Festival.

The 2.8% abv citrus-flavoured summer-rollout went on sale in the off-trade and in the on-trade in bottles in March. It will be available in independent UK pubs and restaurants until the end of September.

Carlsberg unveils Euro 2012 App

Danish lager brand Carlsberg has launched an exciting Euro 2012 news and entertainment mobile app as part of its sponsorship of the European football tournament.

The app, which is free to download from the Android and iTunes stores, will offer football fans access to exclusive content and news in the run-up to, and during, this summer’s tournament in Poland and Ukraine.

It was developed by Motain, a specialist sports mobile company that claims to have created the world’s most popular World Cup 2010 app.

Features include daily news, live game commentary, constantly updated football stats, and a bar-finder for fans attending the games. There will also be exclusive content featuring Carlsberg brand ambassador Peter Schmeichel.

To read the full article visit Marketing Magazine.