Tylenol PM "Sleep Tracker" iPhone application

The Tylenol application is available as a free download in the App Store and is promoted with the tagline "See how beneficial a good night's sleep can be."

The Tylenol PM Sleep Tracker iPhone application lets users track their sleep hours and moods, see their sleep history over time, add notes and customize their icons and get tips to help them sleep better. Tylenol is promoting the application as part of its "Get Ready for Bed" campaign.

A click-to-download banner ad campaign that ran across iPhone sites and applications drove close to 3,000 downloads and increased Tylenol's ranking in the App Store from No. 120 to 14, which in turn drove additional organic viral spread of the application. "With tens of thousands of apps in the App Store, promotion is crucial to getting your app highly ranked, which is critical for discovery," said Tony Nethercutt, vice president of sales at AdMob. "Consumer discovery is difficult with 50,000 apps, so being ranked in the top 25 most popular apps in your category is critical to getting more downloads.

Tylenol PM Sleep Tracker ads across AdMob's network issued a call-to-action urging consumers to click through to the App Store to immediately download the application. While specific click-through rates weren't revealed, AdMob claims its clients see conversion rates between 5 to 20 percent, with the average being closer to 10 percent. From Mobile Marketer at http://bit.ly/MLFRs

For more information contact mike@zipstripe.com

What's Nearby app

What's Nearby  iPhone application, letting users find nearby entertainment options based on their GPS position.

The Metromix’s free social-planning application lets consumers locate restaurants, bars and clubs, events and music, as well as movie theaters and showtimes within walking distance or a short drive away from their current location. Already downloaded more than 100,000 times, What's Nearby also gives Metromix's 4 million monthly users, who are located across 37 United States markets, the ability to post reviews and photos to Metromix.com using their iPhone and share those submissions on Facebook using Facebook Connect.

Metromix’s national network of local entertainment Web sites target 21-to-34-year-olds and provide information on where to go and what to do.This group of adults is obviously very tied into social media trends and are most likely the ones interested in downloading our What’s Nearby iPhone application, since it allows them to share information across a variety of communication channels including our Web site and Facebook,” Mr. Smyth said. From Mobile Marketer at http://bit.ly/2E9mih

More information contact mike@zipstripe.com

Chipotle Mexican Grill enters Mobile Commerce

Burrito giant Chipotle Mexican Grill has launched an ordering application letting iPhone and iPod touch users place customized orders at the location of their choice.

The quick-service-restaurant brand’s first foray into mobile, Chipotle’s iPhone application leverages the device’s GPS functionality to find the location closest to the user and enables mobile ordering. A key feature of the application lets customers pay for their food directly from their mobile device.

“We wanted to create a user experience that is similar to what we offer in our restaurants, but using the iPhone platform,” said Chris Arnold, spokesman for Chipotle Mexican Grill, Denver. “It allows time-starved customers another way to access Chipotle in a way that’s relevant to them.
“Our core customers skew young, educated and more affluent than a typical fast-food customer,” he said. “It’s probably a close match to iPhone users. “Having the app lets us deepen relationships with these customers by giving them a way to interact with us that is meaningful to them.”

For more information contact mike@zipstripe.com

Vogue, Rachel Roy let consumers Shop, Watch, Win

Rachel Roy, a division of Jones Apparel Group, has partnered with Vogue magazine for a special iPhone initiative to celebrate the launch of several new Rachel Roy projects.

The interactive experience features a shopable fall look book from the new Rachel Rachel Roy collection, episodes of the Rachel Roy documentary produced by Vogue.TV and a sweepstakes to win looks from the new Rachel Rachel Roy collection. “The Rachel Roy brand came to us wanting to look at ways to bring the brand to a place where people can interact with it anywhere any time,” said Stephanie Horton, creative services director at Vogue, New York. “The iPhone is really big right now so we thought it would be cool to do something on it and appeal to that market.”

The interactive look book includes 13 fall looks personally selected by Rachel Roy from her new diffusion line, Rachel Rachel Roy and includes affordable contemporary sportswear, footwear, handbags and jewelry.
The iPhone initiative also features the three-episode documentary called Behind The Lens, produced by Vogue.TV and famed director Douglas Keeve. The documentary gives viewers a behind-the-scenes look into Ms. Roy's daily life, from fittings in her showroom to time with her family and the launch of her new diffusion collection. IPhone users can also sign-up for email updates from Rachel Roy about seasonal trends and new products or visit Rachel's Facebook or Twitter pages.

For more information contact teresa@zipstripe.com

JCPenney Expands Initiative With Mobile

J. C. Penney Company Inc. launched a new application for Apple’s iPhone, putting style, quality and price right at the fingertips of consumers.

The JCPenney Weekly Deals application lets users browse a select group of store-advertised sale items that are featured in the latest weekend sales circular. Additionally, consumers can create a portable shopping list within the application by saving items as favorites. “The launch of the new JCPenney Weekly Deals application builds on the retailer's Know Before You Go initiative, which allows consumers to have the research on the best prices, style and discounts right in the palm of their hand — making shopping easy and efficient,” said Margot Inzetta, digital publicist at 360i, New York.

The strategy was based on the fact that shoppers increasingly do research online prior to visiting a store.
The JCPenney site added innovative features such as enhanced search capabilities and product information, merchandise availability at local stores, and the ability to view weekly sales circulars online, making shopping at JCPenney easier. Now with the launch of this new iPhone application, customers can check for the latest special offers and find the nearest store to either their current location or to a ZIP code/city name right from the palm of their hand. Weekly content updates to the application will be automatic and require no action by customers. 

Additionally, earlier this summer JCPenney launched its Schooled in Style: Smart Looks for Less, multichannel campaign for the 2009 back-to-school season.The campaign combined mobile, digital, social and traditional media such as events. The mobile aspects let teens sign-up to receive text messages on their mobile phones about back-to-school sales and special offers at JCPenney.

“Furthermore, with more than 13 million iPhone users in the U.S. — along with 12 million iPod Touch users who can also download apps – the launch of an iPhone app allows us to share our style, quality and affordable prices each week with a rapidly growing base of consumers,” he said.

For more information contact Andrew at damico@zipstripe.com

Tiffany Targets Ladies Via Smartphones

Iconic jewelry brand Tiffany & Co. used mobile to promote its new product line to female consumers in their 30s who use iPhone or BlackBerry smartphones.

Tiffany wanted to create buzz and excitement around its new collection, drive footfall to its new concept store in California and generate product sales. The jewelry brand also wanted to underline the key differences of the new concept store compared to former incarnations. “The goal was to drive consumers in store,” he said.

As a luxury brand, a clean, seamless and intuitive interface and user experience wTiffany’s key demographic is high-net-worth females ages 28-54, with a strong interest in fashion, shopping and luxury products.ere key. “Our insight combined with their consumer research found that many of their target consumers are iPhone or BlackBerry users,” Mr. Carney said. “We identified the iPhone in particular as not only a great way to deliver brand innovation and get that story out, but provide content and functionality that is relevant to that audience, letting them experience the Tiffany shopping experience via their smartphone,” he said.

The mobile site let visitors find out about the new store, get directions via Google Maps and click-to-call the store. From Mobile Marketer at http://bit.ly/13I4kV

For More Information contact mike@zipstripe.com

Sears, Loehmann's, Rubio's using Mobile Coupons to Drive Consumers In-store

Big brands such as Rubio's Fresh Mexican Grill, Sears, California Pizza Kitchen and Loehmann's are leveraging location-based mobile-coupon network Yowza. Consumers simply show the digital mobile coupon on their iPhone or iPod touch at the time of payment to redeem the discount on their purchase. From Mobile Marketer at http://bit.ly/3GTKhZ

For more information contact mike@zipstripe.com

Petcentric Mobile App for Pet Lovers

Purina’s new iPhone application is using the phone’s location-based capabilities to help pet lovers and their four-legged friends.

Nestlé Purina Petcare’s “petcentric places” is a free download for both iPhone and iPod touch users. Consumers also can share photos of their pets in a photo gallery and are encouraged to add and rate pet-friendly places and services available on the application.

“Our strategy for petcentric places is to provide on-the-go pet owners with a one-stop source of helpful information that can enrich the lives of their pets — from local veterinarians to dog parks to pet products and pet-friendly travel accommodations,” said Laura Lee, digital brand manager at Nestlé Purina PetCare, St. Louis. The Purina application provides a way to find pet-friendly locations and activities in the United States, such as lodging, dog parks, dog beaches, campgrounds, amusement parks and travel accommodations.

The application also provides search services to find veterinarians, animal shelters, pet sitters, kennels, groomers and dog walkers.

“At Nestlé Purina, we're always looking for new ways to reach our consumers with information that can enrich the lives of their pets and strengthen the bond between pets and their owners,” Ms. Lee said.

“We're making petcentric places available for on-the-go pet lovers who use mobile phones as a source of information about their pets,” Ms. Lee said. “Our research shows that a growing number of pet lovers are using their mobile phones for fun and information, and "petcentric places" is a great way to connect with them.” From Mobile Marketer at http://bit.ly/OBdSm

For more information contact Andrew damico@zipstripe.com

Jaguar Sinks Teeth into MobileAds

Jaguar is promoting its XF car model with mobile banner ads within ESPN’s Fantasy Football 2009 Draft Kit iPhone application.Banner ads are running at the bottom of the iPhone application's screen. The ESPN application is the latest component of the sports network's overall multichannel portfolio and the company’s mobile strategy will only grow in importance going forward.

Consumers that click on the Jaquar XF banner ads are routed to a landing page where they are asked to enter their email address to receive a free brochure about the XF. Upon entering their email address, consumers are opting-in for future marketing communications from Jaguar.

Since 72 percent of iPhone users are male, Jaguar realized the potential of reaching out to consumers via the device. Additionally, ESPN’s application users are likely to skew male as well. There is a world of opportunity in mobile for luxury brands like Jaguar, as the automaker is focused on appealing to consumers on an individual level.

Jaguar has invested heavily to create and maintain its brand and mobile is about accessibility and personal attachment. The carmaker realized that luxury brands need to use mobile to reach their target consumer. It is a natural fit. From Mobile Marketer at http://bit.ly/NSlKP

For more information contact Andrew at damico@zipstripe.com

Levi's & JCPenney going mobile "Tuition" campaign

Levi Strauss & Co. and J. C. Penney Company Inc. have added mobile components to their national “Tuition” campaign to drive consumer participation.

Levi's and JCPenney teamed up with the Today Show iPhone application. Ads within the application encourage consumers to click to enter to win one of two $50,000 college scholarships.

“Levi’s and JCPenney’s national promotion is giving away $50,000 in college tuition, and if you look at the cost of education today, this is offer has tremendous appeal,” said Cindy Spodek Dickey, vice president of marketing at Zumobi, Seattle. The campaign combines mobile, digital, social and traditional media such as events. The mobile aspect lets teens sign up to receive text messages on their mobile phones about back-to-school sales and special offers at JCPenney. From Mobile Marketer at http://bit.ly/3fGkc

For more information contact Andrew at damico@zipstripe.com

2,000 Opt-Ins to Pizza Hut Mobile Campaign

Quick-service restaurant Pizza Hut used mobile to generate buzz about its new Hershey’s Dunkers offering and built a mobile database of consumers to remarket to.

Calls to action ran on Cox Media's cable network asking viewers to text the keyword HUT to short code 269411. Consumers who texted in were entered for a chance to win a Pizza Hut pizza, once a month, for a year straight.

“Mobile was a great tool for this client because it offered a great way for the client to connect with their target demographic ... The combination of mobile and the sweepstakes offer of free pizza for a year proved to be an unbeatable combination,” she said. “The results were outstanding, and more than enabled the client to build a vast mobile database which they could use for future marketing.”

Ms. Simmonds said that in just two weeks the campaign has received more than 2,000 opt-ins and 54 percent moved on to double-opt-in.

Pizza Hut has been making a lot of headlines in the mobile space lately. Last month the company created a unique mobile ordering experience for its customers via an application that breaks traditional application boundaries. The fast-food chain launched an iPhone application that lets users order menu items from their phone. The application also serves as a source of entertainment for hungry customers waiting for their food delivery. From Mobile Marketer at http://bit.ly/3wUrkx

For information contact Andrew at damico@zipstripe.com

"Be Humane" campaign launched on iPhone mobile app

The American Humane Association is turning to the iPhone to extend its brand and “Be Humane!” campaign.

American Humane hopes to reach a younger audience with the development of this iPhone application. This is just one of the company's marketing techniques. “The strategy is to get younger audiences excited about American Humane’s mission to create a more human and compassionate world by ending abuse and neglect of children and animals,” said Michael E. Blimes, vice president of development for the American Humane Association. “We hope this exciting iPhone app will enlist and encourage younger potential constituents to spread the word about American Humane’s important work,” Mr. Blimes said.

Once on the application, the user can do a variety of things on the American Humane channel. Users can watch a short video about American Humane, view images of some of the animals and children the organization has helped, send an email to a friend to learn more about the nonprofit, donate to the cause, click-to-call and visit the Web site. Users can also read movie reviews detailing how the animal action was achieved and read the CEO’s blog entries.

“This app will help us with regard to branding,” Mr. Blimes said. “People who don’t clearly understand what American Humane does will now be able to easily get a clear picture of our mission, our work, and the distinctions between American Humane and other, seemingly similar humane organizations.”

“We want to target a new and younger audience with this iPhone app,” Mr. Blimes said. “We hope that this new generation will spread the word through viral marketing, explore our website, potentially donate and ultimately help us to create a more humane and compassionate world.” From Mobile Marketer at http://bit.ly/14cXee

For more information contact mike@zipstripe.com