Kraft's iPhone App

Via AdAge Kraft foods has developed a top 100 app for the iPhone.

iFood Assistant is now one of the device's 100 most popular paid apps, and No. 2 in the lifestyle category. With its endeavor, Kraft is pulling off a rare trick: getting consumers to pay a one-time 99-cent fee for the app and also sit through ads on it. And in the process, it's collecting useful data for targeting them more closely.
The lesson: When a marketer creates something that's actually useful, consumers don't really see it as straight marketing, or they're at least willing to accept advertising as the payoff.
This demonstrates the value of apps for consumers. It clearly outlines the winning game plan for creating an app and that is making it extremely useful (can you get to the essence of the brand and provide value?) and if possible make it fun and show some brand personality.

As mobile computing matures, I think you'll begin to see more and more of this type of brand app development and less of throw-away apps (c'mon, iFart?).

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