Event based iPhone applications will move money into mobile advertising

tom_watson_leading_the_open_iphone

I play golf. I enjoy watching golf tournaments. I’m spending the summer in the lovely Swedish archipelago….without any coverage of the British Open…so I turn to the iPhone app store.

There it is. The second big golf tournament iPhone application in a month. US open lead the way with their application. If you’re into sailing you might have noticed the Volvo Ocean Race application.

The British Open application is a regular news app with videos, timings, player profiles and a video based course guide. On top of that they’ve integrated a small part of their socialise section, the Open Twitter profile into it even though I wish they would have gone one step further and create a #theOpen tag or something where everyone could have interacted and contributed.

Some of the greatest sporting events in the world have already caught up with the trend but we’re still in the early stages. Any brand that has some sort of event based presence should look at creating mobile apps. The possibility to integrate advertising solutions, games, videos, news, schedules, GPS functionality and even the tickets creates huge possibilities for brands that want to stay in touch with their fan base 24/7. Brands that want to reach that fan base should look for unique partnerships and integrate themselves into these applications with exclusive material.

In the end I think these event based applications will end up becoming great best practice examples when it comes to mobile advertising and that will in it turn speed the fact that money will move from traditional media into digital ones.

Are you heading an event in 2010? What will you ad to the mobile map?

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

  • http://www.Jenefeldt.se/ Jenefeldt

    I guess this will become a quiet usual way of doing things. I like Absolut’s Drinkspiration. It’s not event-based but it’s à cool app that gives the users value while it gives Absolut a chans to promote their brand. (Ofcourse all this depends on the future for the iPhone).

  • http://www.Jenefeldt.se/ Jenefeldt

    I guess this will become a quiet usual way of doing things. I like Absolut’s Drinkspiration. It’s not event-based but it’s à cool app that gives the users value while it gives Absolut a chans to promote their brand. (Ofcourse all this depends on the future for the iPhone).

  • http://www.Jenefeldt.se Jenefeldt

    I guess this will become a quiet usual way of doing things. I like Absolut’s Drinkspiration. It’s not event-based but it’s à cool app that gives the users value while it gives Absolut a chans to promote their brand. (Ofcourse all this depends on the future for the iPhone).

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