Believe it or not, mobile applications existed before Apple told the world there was an app for that. Below are a few of the stories from the past 5 years of mobile app development at Golden Gekko.
It all began with a mobile cookbook
Golden Gekko was one of the first companies to believe in mobile marketing and to concentrate on the development of mobile marketing applications. In 2005, this seemed like an absurd idea to most people and businesses.
Arla Food Group, Europe’s second largest dairy company, was the first to make a bet based on the crazy an un-proven idea of mobile apps used in marketing presented by Magnus Jern, Jimmy Nordbeck and Daniel Karlström.
Arla’s website is among the most popular websites in Sweden. The Online Cookbook is one of the main attractions. To further extend the reach of the brand and to bring their services closer to their clients, Arla decided to explore the mobile channel.
The result was a mobile application, based on the online cookbook, including a selection of 330 popular recipes all including one or more Arla products. The app was produced for Java and compatible with over 800 phones covering 95% of all devices in use in Sweden at the time.
During the first 3 months, the mobile cookbook had more than 10.000 downloads and by 2007 Arla Mobile Cookbook was one of the most downloaded mobile applications in Sweden with over 80.000 downloads, mainly thanks to it’s exposure on more than 1 million milk bricks distributed in Sweden.
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Mobile tamagotchi for Pop Idol
In 2008, the TV channel running the Swedish version of Pop Idol, approached Golden Gekko to promote the show. The application we developed was an early example of what today is known and buzzed as “gamification”. A Tamagotchi-type game allowed viewers to compete with other fans in managing a virtual idol.
In the first 4 weeks, Idol Manager had more than 15.000 downloads making it one of the most downloaded connected games ever launched in Sweden. 50% of users registered for the chance to win a date with an Idol and played the game at least twice. The app leveraged social network components at an early stage of their marketing exploitation: the average customer shared the app with about 3 people.
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Mobile apps lead the way in mobile marketing
Golden Gekko stayed on the viral train when teaming up with Unilever to create an app for the Lynx effect campaign. The Lynx campaign's claim “Weapons of Mass Seduction” was also used as the motto of the app. Golden Gekko created an application that turned mobile phones into pulling machines and reached over 150k unique downloads. In 2009, the campaign was extended due to its great success. The Lynx campaign won lots of awards and fame for Golden Gekko and BBH and is still one of the most talked about mobile app campaigns in Europe.
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Mobile apps accelerate to Formula 1
In 2009 Vodafone was the first to fully tap Golden Gekko’s cross platform competences. The Vodafone McLaren app was developed across iPhone, Android, BlackBerry, Java and Symbian. It was launched for 10 territories and has hit over 520.000 successful downloads to date. 70% of the users reached were non-Vodafone customers. 1.2m sessions indicate that the average user used the app 2.3 times. Data that exceeded the agreed objectives and expectations for the app.
Building a business on mobile apps and mobile web
In 2010, Golden Gekko launched our first app for European Directories, the publisher of yellow pages in eight countries and our biggest client to date. Golden Gekko has now developed over 150 applications for them, including the 56 core yellow page apps and over 100 verticals, many of which are already in their second version. Today 1.7 million unique users make over 3 million search queries and generate more than 7 million page views in any given month. Since our cooperation began, European Directories has seen constant growth averaging 788%. For European Directories mobile has become a core part of their service offering and the fastest growing area of the business.
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Consumers embrace the value of mobile coupons
Launched on the 14th of July 2011, we supported O2 UK in the delivery of O2 Priority Moments across iPhone, Android, and the servers that tie it all together. Through the app, O2 offers real-time, location-based deals to their over 22 million customers, and the apps have already been downloaded 200.000 times in less than two weeks. For O2 this is only the beginning of the journey and we look forward to being involved in the growth of local offers services in the coming months and years.
Where are we going next?
Mobile has come a long way. It is believed to be the fastest growing market worldwide. Mobile Marketing has evolved tremendously since the first apps we launched five years back and so has Golden Gekko. We have multiplied our staff by 50 in only five years, now being a team of near to 150 talented and engaged people. We are prepared to keep moving at this pace and are excited about all the new and old things to come in the mobile universe.
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