Griffin's FAIL Maker Shows Corporations How iPhone Apps Should Be Done
New platforms bring new opportunities for marketers. The iPhone is one of the platforms currently most talked about in marketing brainstorms around the world. Apple with its application store has made it easy for individuals and companies to develop and distribute mobile applications. Over 1 billion applications have already been downloaded on iPhones and iPod touch devices.
As with any other platform that begins to reach critical mass, companies are trying to determine what type of mobile application will help their customers or help them market and reach potential customers. Let’s look at an example of a company who has recently done this successfully.
Griffin’s FAIL Maker
griffin fail maker
At first glance many people probably thought Griffin was crazy for developing this “silly” application. These are the same people who don’t read the FAIL Blog. The FAIL Blog is a successful Internet meme that showcases funny picture with brief captions that include the word “FAIL” with the intent to make the image even funner. As one of the blogs long at the top of my must read list the FAIL blog offers a great get away with some really funny images. Being a FAIL blog fan I instantly downloaded the FAIL Maker app and had no clue it was developed by Griffin.
The application lets you ad caption to photos taken with or stored on your iPhone and then easily submit them to FAIL Blog. It is a simple app that works well and supports an existing community of users. FAIL Maker has quickly become one of the most popular iPhone applications.
Why did Griffin’s app succeed when so many other applications go unnoticed?
- It already had a community of users before it was developed (ie. FAIL blog readers)
- It was free
- It is simple to use and gives users the power over their images
- It is funny
- It encouraged people to share with each other thus promoting the application in the process
What does Griffin get for developing Fail Maker?
- In application ads that promote Griffin’s other iPhone applications (some of them paid) resulting in direct ROI from paid app downloads
- Griffin makes iPhone and ipod accessories so FAIL Maker builds its brand with potential customers
- Because of the platform users are already potential customers for Griffin products and can learn about them through in app ads
Developing on Apple’s mobile platform isn’t right for everyone, but Griffin shows that it can be successful and deliver ROI if your plan and application serves your customer community.
