Point Reach

Brand: Microsoft / Bing

Best Mobile App Brief:

The “Top 100’s By Year by Bing” app was developed for one purpose: to serve as an advertising tool for Bing for mobile. More specifically, the intent was to drive installs of the Bing iPhone app and drive a brand connection for Bing with new and existing users. The value exchange was straightforward. Users were able to get a paid Melodeo app that regularly costs $1.99 for free if they were to download the Bing iPhone app. Upon installation of the “Top 100’s By Year by Bing” app, a user would be able to select a year (from 1946 to 2010) and listen to the top100 hits from that year in a random order. After listening to 3 songs, they would then get prompted to get the Bing app to continue. After installing Bing, the user could continue enjoying free music as long as they wanted. There were Bing hooks throughout, allowing the user to search for lyrics and artist information without interrupting their listening experience. The app saw over 2M downloads in its first month and achieved a rating of 3 stars. Based on the success of the app, we’ve since launched genre-specific apps for Bing, spanning Hip Hop, Pop, Classical, & a few more on the way.

The “Top 100’s By Year by Bing” app reached #1 in the app store within 3 days, keeping the top spot for 4 straight days and staying in the top 10 overall for over 3 weeks, while also propelling the primary Bing app to the #6 spot overall. With over 2 million downloads this app was an innovative way to drive downloads of the primary Bing app, as it gave users access to free music in exchange for downloading Bing, resulting in a cost-per-download that was a fraction of the stated goal.

Best Mobile Creative:

The “Bing™ for mobile” campaign was a game changer for Bing and for our agency, and we believe it marks new territory for mobile advertising as a whole within the U.S.  What started as small test grew over a 6-mo period to a large scale campaign, driving 4M+ downloads through first-ever network-wide takeovers, 3rd party app sponsorships, and a number of innovations on the media & creative fronts.

During the 14-week campaign, The Bing app was consistently #1 in the Reference category for 11+ weeks, and in the top20 overall in the App Store for 8 cumulative weeks. This speaks volumes, as usually it’s only gaming apps that are in the top20.  This campaign also far surpassed the unaided awareness goal, coming in at over 2.5x the client’s goal of 10%.  The campaign also had strong impact on aided awareness, intent to try, and favorability metrics, with significant lifts shown among those exposed to our advertising efforts (exact percentages confidential).

As a mobile-only campaign, we think the campaign showcases the power of mobile advertising at driving both DR & brand metrics in a way that few U.S. campaigns have done to date.

Best Mobile Branding Brief:

The “Bing™ for mobile” campaign was a game changer for Bing and for our agency, and we believe it marks new territory for mobile advertising as a whole within the U.S.  What started as small test grew over a 6-mo period to a large scale campaign, driving 4M+ downloads through first-ever network-wide takeovers, 3rd party app sponsorships, and a number of innovations on the media & creative fronts.

During the 14-week campaign, The Bing app was consistently #1 in the Reference category for 11+ weeks, and in the top 20 overall in the App Store for 8 cumulative weeks. This speaks volumes, as usually it’s only gaming apps that are in the top 20.  This campaign also far surpassed the unaided awareness goal, coming in at over 2.5x the client’s goal of 10%.  The campaign also had strong impact on aided awareness, intent to try, and favorability metrics, with significant lifts shown among those exposed to our advertising efforts (exact percentages confidential).

As a mobile-only campaign, we think the campaign showcases the power of mobile advertising at driving both DR & brand metrics in a way that few U.S. campaigns have done to date.

Link to your creative materials: http://pointreach.com/pointreach/MOBI2010/08/06/Mobile_Branding_Campaign/