In the future, when creating a campaign for a brand the to-do list will perhaps include: TV commercial, radio spot, ambient media, interactive website, promo, Facebook app and a Twitter page. Just add the iPhone App to that list. There are several already, including ones from British Airways, Oakley, Audi, Kraft and J&J Acuvue. But very few:
– truly integrate a brand’s message using the power of the mobile medium
– add value in some form to the user – be it entertainment (Audi) or utility (British Airways, iFood)
– do all this seamlessly in a simple, yet cool way (oh-so-Apple way!)
– get some buzz going
Absolut has launched Drinkspiration (iTunes link) that has the potential to do all this. According to the application description:
Drinkspiration is a sophisticated drink application combining the latest mobile technology with GPS, Twitter and Facebook. Drinkspiration by ABSOLUT is an interactive encyclopedia of recipes, that helps you find and share personalized drink recommendations based on taste, weather, time of day, bar vibe, sound volume, real-time drink trends and much more.
Checking out recipes and finding in real time what is being ordered in bars across the globe take advantage of the iPhone functions. Check out the video here. Tres cool, eh?
