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Cheetos App of Massive Distraction Draws Attention

04/22/2013

cheetosMarketing is usually intended to draw attention to a brand’s product or service.

Apparently the creation of apps has changed all that.

Cheetos, the self-proclaimed ‘most playful snack in the world’ (that’s an interesting FOC – for those of you familiar with Thought-Tech lexicon) has launched the “Cheetos Mobile App of Massive Distraction” on the App store – supported by mobile and social marketing.

The app includes two games for Cheetos fans. Fans can challenge brand spokescat Chester Cheetah to a thumb war battle royale in “Thumble Rumble” or navigate gravity-defying snacks, Cheetos of course, through challenging obstacles in “Hovercheese.” The games taking advantage of the accelerometer and gyroscope of iPhone, iPad and iPod touch to create the time-wasting experience.

By using both Apple’s iAd network and traditional mobile advertising, Cheetos is able to broaden its reach and interact with a variety of different consumers. Essentially Cheetos is giving the more traditional channels of TV and print the cold shoulder.

And rightly so.

Worldwide mobile advertising revenue is forecast to reach $11.4 billion in 2013, up from $9.6 billion in 2012, according to Gartner, Inc. Worldwide revenue will reach $24.5 billion in 2016 with mobile advertising revenue creating new opportunities for app developers, ad networks, mobile platform providers, specialty agencies and even communications service providers in certain regions.

For brands this means mobile advertising should be integrated into advertisers’ overall marketing campaigns in order to connect with their audience in very specific, actionable ways through their smartphones and/or tablets. ‘Nuff said.

Evolve or perish.

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