Tuesday May 21, 2019

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NY Convergence ORIGINAL

What Do Batteries, Cookies and Condoms Have in Common? #BrandedApp

Co-organizers Serko Artinian (NYC Mobile Apps) and Amanda Moskowitz (Mobile Commons) (Photo Credit: Lauren Keyson)

By Lauren Keyson

Mobile was king at the All NYC Mobile App Showcase this week at the Union Square Ballroom packed with 400 mobile aficionados. The event brought together all of the different mobile organizations of NYC for the purpose of creating an inspirational, entertaining, educational event during the largest advertising industry gathering, Advertising Week.  The presenters showed off their unique branding of large companies through creative mobile apps and told their stories about how their apps have supported the growth of the brand. The goal of this event was to create an opportunity for the community to learn about the best apps for brand marketing built by developers, agencies and marketers in NYC.

There was a wide variety of advertisers branding everything from Trojan condoms to Girl Scout cookies to Duracell batteries.  The winner of the Judges Award was North Face with their version of trekking; users can launch the app and track different expeditions with North Face gear everywhere whether it’s hiking on a mountain or walking through a park. The free app can be downloaded from iTunes.

Walt Disney won the People’s Choice Award, mostly because their app was so innovative; it captured the hearts and minds of its users and the audience due to its elegant design and powerful execution.  Serko Artinian, organizer of NYC Apps Mobile and co-organizer of the event said that Disney was his favorite app of the evening because, “The app took me by surprise — it blew me away because I underestimated what a Disney app could do.” Unfortunately, the app is not yet available to the public.

Other apps of note included Duracell whose mission is to create a world where people never run out of power.  It too is a free lifestyle app that can be downloaded from iTunes. The app says, “Take the first step to being in charge of your power. With the battery monitor app and you can see how much power you have left for all the things you depend on your iPhone for.” The Official Girl Scout Cookie Finder has the premise, “You’ve got that craving. You know it’s the season. And the question on everyone’s mind: Where are the Girl Scout cookies?”  GPShopper app is a unique way to shop without coupons.

Artinian explained, “This mobile event is for advertising and branding, innovation and technology, execution and design — ultimately a way of recognizing and advertising the company brand name in a refreshing fashion.”

“The core takeaway was that it was so entertaining — the audience had never seen content like that,” added Matthew Snyder, founder of Responsiveads and another event co-organizer.