Tap into existing apps

Every brand wants their very own new, shiny app, right?

Well, maybe they should consider exploiting existing apps – and the audiences and conversations already built around them – before they fork out.

In a recent interview Chris Cunningham, co-founder and CEO of Appsavvy, had a great piece of advice for companies looking to incorporate applications into their word of mouth strategy:

“Apps are not about building your own — leave that to the vast amount of really smart developers — but rather partnering with an existing, established app and audience, where you can join relevantly and add value. It is also important to view these channels as connected and not as silos.”

The two examples he gives of successful partnerships – the DVD release of Public Enemies joining with Mafia Wars, and H&M integrating into iPhone’s MyTown – show that if you are highly relevant to the app audience, you can seamlessly connect with the passionate WOM they are already stimulating.

It’s a great approach that emphasises how brands must connect rather than create, and amplify rather than broadcast.

Can you think of any app communities that would seem a natural fit for certain brands?

Brought into the world on Tuesday, March 30th, 2010 and filed under 1000thoughts, Case Studies.