Well, Apple's app ads have proven themselves right again; there really is an app for everyone.
Now mega-losers can pretend to have sexual conquests and share their fish-tales with their mega-loser friends with the "Amp Up Before You Score App." But, will this get these guys to put down their Jager bombs and Heinekens, and pick up their iPhones? More importantly, will it get males 18 to 35 to switch from Red Bull to Amp?
No, probably not.
Let's look at another product that markets to the aspirational residents of the Jersey shore, Axe. Being a male right in the the middle of the 18 to 35 demo, I can honestly tell you that 99.99% percent of the males I interact with do not purchase Axe brand products. So, how do they move so much product?
It turns out that all I have to do is ask my girlfriend who teaches 6th graders. A quick ethnography will show you that the boys look up to the men in the Axe ads, and purchase the products in hopes of getting assaulted by packs of women. Therefore, this app would be perfect for them but they don't have iPhones. (Yes, some of them have iPod Touches but that's a pretty small group.) This doesn't really seem like a good investment from that point of view.
I think branded content can be extremely effective if it's implemented in the right way. Just trying to be fun, cool, or even innovative is not going to cut it. There must be an endgame that brings the consumer's consciousness to the product throughout the interaction.
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