With millions of downloads and in-depth user engagement what’s not to love?
Remember ringtones? Annoying, yes, but for a while impossible to ignore as a marketing asset (I had the theme tune for Mr Ben for a while). As well as ringtones there were all sorts of other ways of personalising your mobile.
Then came the iPhone with a much more locked down OS. You can personalise it but only as far as adding images to the background.
Much as we love iOS this does mean that the scope to personalise your phone is limited. Not so on Android. Android allows for a greater level of personalisation and importantly the ability to install live wallpapers.
Live wallpapers are essentially small apps that run on the device homescreen showing subtle animations and interactions while allowing for more in-depth engagement and live content updates. Focusing on ‘passion brands’ and properties where fans have a strong affinity with the creative, subject matter or celebrity involved, these apps are meeting a consumer desire to show their personal allegiance to a brand through the device that never leaves their side!
We have been using live wallpapers to great success with film studios for the past 2 years or so with apps for the likes of Despicable Me 2, The Hobbit: An Unexpected Journey, Ted, X-Men: Days of Future Past and Dawn of the Planet of the Apes achieving hundreds of thousands and in some cases, millions of downloads!
Whilst the download rates are impressive, it is the level of engagement that has been most encouraging for us. Trailer views generated within these apps regularly reach 30% of total downloads with links to ticket sales and physical and digital product purchase reaching 10%.
With the added benefit of Cloud Messaging (IP-based notifications) and the ability to load dynamic, live data into the apps, we are convinced that Live Wallpapers and mobile personalisation apps generally offer huge scope to engage with fans and advocates in innovative and creative ways.