21 May 10

Mobile app-ortunity

By Andrew Niven, MediaCom Beyond Advertising

Many brands are seeing beyond the pure entertainment value of this very portable medium and are aiming to connect with consumers by actually helping them out, according to the latest brand-e trend intelligence report.

Smirnoff, for one, joined forces with Time Out to roll out a free iPhone app that’s a guide to what’s hot in London. It’s pretty much like having the mag in your pocket, and the app taps into geo-location services to pinpoint users’ locations and display local activities, complete with event previews.

Also in London, Tate Modern’s iPhone app for Polish artist Miroslaw Balka offered an interactive interpretation of his huge steel structure in the Turbine Hall. And there’s a 3D game, plus extra visuals and audio content available too.
There’s more to mobile branded utility than helping people socialise and interpret art though. GE Healthcare recently announced a free mobile app offering, Morsel, available for Android, iPhone and BlackBerry, which suggests simple ways that users can improve their wellbeing and track health choices. Here’s how the company describes it: “With health and wellness, a little can go a long way. With this in mind, we’ve developed Morsel, a mobile application that helps people get a little bit healthier, every day. By suggesting simple, daily tasks that anyone can do, Morsel empowers you to take control of your well-being, one step at a time. With fun, achievable goals, Morsel makes a healthier lifestyle accessible to everyone.”

Morsel offers daily challenges like: “Don’t put extra salt on anything you eat today.” And: “The next time you’re sitting down, flex your abs, extend your legs, and point your toes. Repeat this a few times.”

Sourced from: brand-e intelligence report, mobihealthnews.com