App publishers are discovering that excelling with the main functionality of their mobile app is no longer enough to keep and engage users.
While every app is different, it’s hard to avoid the impact that cross-promotional opportunities present. Full-function, cross-platform mobile applications can help keep users entertained and provide deeper engagement.
Case in point - for the CW network, simply launching a mobile app that mirrored the content on their website was not enough. They needed to provide opportunities to connect on multiple platforms with individual, yet complimentary content.
CW worked with Phunware to design, launch and promote their app. Now Phunware has published a case study that walks through the process of showcasing the CW brand in mobile, focusing on the opportunity and the even greater challenges associated with a brand that has an active mobile, web and TV presence.
As the study points out, the key was to seamlessly extend the CW brand as it exists on television and on the web while giving users a simple, fun and well designed mobile app with a user interface populated with content. And it is a very demanding audience. Of all of the networks, the CW has the most youthful and subsequently the most mobile savvy.
And the result? The CW application has six million total unique users and consistently receives high ratings - as of August 2014 the app received 4.5 stars based on nearly 54,000 ratings for iOS, and 4 stars based on 60,000 ratings for Android.
To learn more check out the
blog post by Phunware’s Emily Reynolds or you can go straight to the CW case study page on the Phunware
website.