Presentation developed for the EGB Mobile & Social Media Conference 2011 in Paris. It outlines two strategic approaches to generate buzz for mobile apps.

1. “ So you want to build a top-ranking mobile app?” Richard Pentin, Group Planning Director, TMW HOW TO BUILD MOBILE BUZZ

3. BARRIERS TO SUCCESS but whilst the app opportunities are endless, the barriers to success are considerable.

4. The number of apps has grown exponentially since 2009, making it much harder to generate standout GROWTH OF APPS (2009 – 2011) COMPETITION

5. Incorporating the latest technological advancements in mobile may have a positive impact on brand perceptions… … but often at the expense of reach . MAXIMISING REACH REACH LIMITED APPEAL OF MANY BRANDED MOBILE APPS

6. APP USAGE (2010) Chasing downloads is only half the battle. Maximising usage over time is also key. USAGE 1 in 4 mobile apps are never used again

7. Return on Investment should not just factor dev costs but promotional costs too. Both of which can be considerable. RETURN ON INVESTMENT ROI

8. It’s tempting to build fancy mobile apps before putting the foundations in place. No point generating buzz if your mobile strategy is not geared to convert this interest into tangible leads or sales. So it’s important to build mobile sites before mobile apps so that you can migrate interest to other sales channels. CONVERTING BUZZ INTO LEADS FOUNDATIONS

10. 2 STRATEGIC APPROACHES TO BUZZ GENERATION Mobile app is intrinsic to integrated campaign Leverage owned, paid and earned media to promote mobile app MOBILE APP 1 LINEAR STRATEGY 2 360 STRATEGY CASE STUDY CASE STUDY

12. 1 LINEAR STRATEGY There were plenty of mobile apps Infiniti could have developed to get onto the app charts…

13. INSERT CONCEPTS

16. If infinit’s sole objective was to create a top-ranking app with maximum buzz, then maybe, just maybe, one of these leftfield concepts may have come to fruition! But as a premium brand, Infiniti’s mobile app strategy had to fulfil other objectives…

17. ADEYAKA Award-winning international customer magazine “ So far the best magazine app available on the iPad bar none!!!” iTunes Store United Kingdom ADEYAKA IPAD APP Interactive lifestyle content 1 LINEAR STRATEGY INFINITI IPAD APP OBJECTIVE: To create quality ”face time “ with the brand that enables Infiniti to deliver complex, multi-facetted brand messages to their target audience in an inspiring, credible and attractive way in a premium-brand context. Video demo >>>

19. BUILDING MOBILE APP BUZZ 1 LINEAR STRATEGY OWNED MEDIA EARNED MEDIA WEBSITE IPHONE SECTION WEBSITE SHOPPING TOOLS MOBILE WEBSITE FACEBOOK UPDATES PR & WOM E-CRM (NEWSLETTER & EMAIL TEMPLATES) “ Top app had it as long as my iPhone! Love the engine noises…” “ This is what I was expecting from an ipad magazine.” iTunes Store Germany

23. 2 360 STRATEGY OOH/BILLBOARD CAMPAIGN MOBILE ADVERTISING DIGITAL ADVERTISING NISSAN WEBSITE PROMOTION PROVE IT FACEBOOK COMMUNITY PR WORD OF MOUTH SHARED COMPETITION VIDEOS ON FB CRM MOBILE APP BUZZ GENERATION 360 º SPONSORSHIP MOBILE WEBSITE

24. SO TO SUMMARISE… Mobile app is intrinsic to integrated campaign Leverage owned, paid and earned media to promote mobile app MOBILE APP 1 LINEAR STRATEGY 2 360 STRATEGY

25. LOOKING AHEAD TO THE FUTURE… INFINITI VETTEL DEMO APP Using AR, activate a Virtual Vettel Experience where he can talk through the performance USPs of that particular car. Add a virtual dimension to print and DM activity

26. MOBILE GAMING High-end tablet racing game Twin iPhone racing game using IPAD as race circuit LOOKING AHEAD TO THE FUTURE…

27. LOOKING AHEAD TO THE FUTURE… and mobile telematics…