Most people ‘want’ an app for their business. It seems the ‘cool’ thing to do. But with so many already out there, the question when developing your app is – what benefit and interest does it bring to the user? It’s also quite hard to come up with a unique selling proposition and there’s no point creating an app with your branding, if there’s a better one already available.
Fiat did a reasonable job of beating these obstacles in a recent campaign run in Spain. Using QR codes they effectively connected with Apple users in a way that motivated people to continually use the app out on the street, and linked in Fiat’s product capabilities to raise consumer knowledge. Of course there were prizes to win along the way – and if through using the app a successful brand affective transfer was achieved – the app user could book an test drive on the app, with their nearest Fiat dealer.