SEATTLE, Nov. 1, 2011 /PRNewswire via COMTEX/ -- Point Reach, Inc. launched a free Halloween app, NameScreamer(TM), as a promotional stunt for the mobile agency's advertising services that ended up at #1 in the Entertainment category in the App Store, achieving a Top20 Overall Free ranking.
The app surpassed leading Entertainment apps like IMDb, Netflix, Redbox, & Fandango, reaching the Top1000 in over fifty countries spanning six continents.
In what appears to be yet another consumer app, NameScreamer was positioned as the "must-have app" for Halloween; the application yells popular names combined with various phrases for users to spread some Halloween spirit, either directly on their phone or via Facebook or e-mail.
However, the app's primary purpose was to serve as a testing mechanism for the agency.
"At its core, NameScreamer was developed to validate new strategies our media team had been exploring," said David Alkire, Creative Director at Point Reach. "We wanted to use a homegrown app to test new media approaches to bring better solutions to our clients in Q4. We also noticed an absence of free Halloween apps last season, so our team decided to have a little fun."
NameScreamer also featured house ads for testing the agency's creative offering, showcasing rich-media interstitials, 3d units, & social-sharing techniques, and provided an opportunity to test in-app monetization strategies. Given the primary focus of Point Reach is to provide mobile advertising services for clients, this is the first iPhone app the agency has released under its own name.
The results? In addition to spiking to the top of the app charts, house ads garnered a CTR of over 4%, driving up traffic to pointreach.com by 5900% in just 2 days. By Halloween day, users had already created over 5 million screams in the popular app.
"Success was determined by whether we could achieve Top50 status, and in a universe of 500,000 apps we're pleased with the results," said Perry Pak, Media Director. "It enabled us to test multiple tactics without having to test directly on a client, something we don't think many traditional digital agencies can offer. As a result, we can help remove the trial & error adversely impacting mobile ROMI, more efficiently driving adoption of our clients' products."
The last 6 weeks have been an exciting time for Point Reach, during which the agency received 19 industry awards, including Gold at the IAB MIXX Awards for Tablet Marketing. David Doty, Senior Vice President and CMO, IAB, said, "the first-ever gold medal winner in the IAB MIXX Awards new Tablet Marketing category, 'Bing for iPad,' hit the marks with consumers, raising awareness and use of Bing on this popular tablet device."
About Point Reach
Point Reach is the mobile agency with ingenuity on tap. With over 25 industry awards in the last year for clients like Microsoft and eBay, the company is known for developing breakthrough mobile advertising campaigns. The agency's goal is simple: Mobilize leading brands through innovative marketing.
www.pointreach.com
SOURCE Point Reach
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