MOBI 2010 Best Mobile App for Editorial Content Finalist: USA TODAY
publication date: Aug 24, 2010
USA TODAY iPad APP
Agencies: Mashery, Mercury Intermedia Brief: It takes a village…. The team at USA TODAY knew they had all the winning components for the new iPad prior to the product launch- a treasure trove of compelling content, world renowned information graphics and stunning images. But the team also knew to realize the full potential of its content on this revolutionary device meant joining up with a team of partners bringing best-of-breed expertise to the planning table. San Francisco- based Mashery provided API Management services allowing for the USA TODAY content to be readily available for external development. This allowed Tennessee-based Mercury Intermedia to easily and rapidly expend their expertise in advanced and tactile interface design and create the USA TODAY iPad app in time for a launch the same day the iPad was released in the US market. From day one, USA Today enjoyed a position as the #1 downloaded iPad news application as well as top rankings in both downloads (nearly 200,000 in the first 2 weeks alone) and user reviews. The success of the application even buoyed USA TODAY’s rankings in other digital channels- with the newspaper’s online Alexa ranking rocketing from #46 to #20. While many in the media industry deliberated over the iPad’s potential renaissance for media advertising, the USA TODAY team had already sprung into action- partnering with the Marriott Hotel chain for an exclusive sponsorship of the newspaper- paralleling their successful physical world sponsorship while fully leveraging the potential of the iPad with rich video-based advertisements. USA TODAY has since expanded its advertising partnership to additional brands, creating a model for all media properties contemplating an iPad platform and helping to define the future of media within the digital tablet economy.
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