We have a long history of working sucessfully with The Carphone Warehouse – from digital support for their sponsorship of the X Factor through to new product advertising, phone chooser applications and internal communications pieces.
Spring 2011 saw the inaugural launch of the Carphone Warehouse Appys – a user-voted awards ceremony to recognize great apps and their developers. The awards were aimed at helping position Carphone as the experts in mobile Apps, no matter what smartphone you own. We were delighted to be asked by The Carphone Warehouse to help make this exciting project a reality.
For the awards to be a success we identified a number of factors that would be essential to achieve the volume of votes we were looking for.
A simple to use mechanic
The nominations for the awards were split into 10 pre-determined categories plus a People’s Choice award. To vote, users simply clicked on their favourite apps and registered with minimal details or by using Facebook Connect.
To help maximise votes, we felt it was important that users could vote in whatever way suited them. With this in mind we created a website, a made-for-mobile version of the site, a Facebook app and apps for iPhone, Android, Blackberry & Symbian. Offering this variety of voting channels proved to be a smart move, as when the results came in they were evenly spread amongst the platforms.
Adding value to the user
It was important that the user could do more than just vote on their favourite apps. We structured the content so that all nominated apps were presented in an easily digestable format with screenshots and links to download the app as well as Carphone generated demo videos and judges comments. In this way participants got to find out about new apps or apps they may not have heard of before whilst still being engaged in the promotion.
Education and positioning
With any initiative of this type it’s important that users get what you are doing, why you are doing it and what’s in it for them. The site featured a video of the Appy’s host Richard Hammond (of Top Gear fame) talking through the awards, how you could enter and what you could win.
Spreading the word
The campaign was launched by Richard Hammond live on ITV’s morning chat show ‘Daybreak’ and it was supported by targeted Facebook advertising with press and in-store activity, all driving users directly to the relevant voting channel. The Carphone Warehouse also tweeted regularly and users were encouraged to share their votes on Facebook as well as Liking the promotion itself.
The campaign ran for 6 weeks and in that time over 30,000 members of the public voted. The night itself was also deemed a great success. As well as Richard Hammond and Amanda Byram hosting the awards a number of other celebs where there to present the individual awards including Dom Joly, Peaches Geldorf and James Cracknell. You can see a video of the evening here.
And if you’re wondering who won what – here is the final list:
Appys Awards winners 2011
Best Travel – Trip Advisor
Best Fashion – eBay Fashion
Best Money-Saving – Skype
Best Lifestyle – Amazon
Best Photography – Adobe Photoshop Express
Best Time Waster – Facebook
Best Time Saver - Google Maps
Best Sport – Sky Sports News
Best Music – Spotify
Best Game – Angry Birds
Best Overall – Angry Birds