May 2, 2013
USA Today has rolled out a mobile application for the approaching Tony Awards that lets theater fans stay awake-to-date with news and purchase show tickets.
The USA Today Broadway’s Best app is out there for iPhone, iPad and iPod touch devices. American Airlines is sponsoring the app.
“Here’s portion of a broader mobile strategy and leveraging USA Today’s reach in mobile and tablet,” said Matt de Ganon, vice chairman of mobile product and operations at Gannett Digital, Washington.
“USA Today’s content is deep within many areas – sports, tech, travel, money, life, etc.,” he said.
“This great content could be packaged around themes to tent pole events which have short lifetime. The Tony Awards is an example of this sort of event. It has a beginning, a center and an end. We don’t expect them to get 1,000,000 users, but can anticipate a percentage of USA Today readers downloading and using this as a crown jewel for a broader, multi-platform package around these events.”
Mobile magic
The app serves as a hub for info and content for the Tony Awards, so that you can air on June 9.
Users can read USA Today reviews of Broadway plays, musicals and performances and skim in the course of the nominees within the award show’s top 14 categories. Photos and videos from the productions also are available via the app.
The app also incorporates a virtual ballot that buyers can fill out their picks for the awards show.
Social media is likewise integrated into the app under the Socialize tab. The section aggregates tweets from a few of the biggest sources for Broadway news, including Playbill and Broadway.com.
Consumers can then buy tickets to their favorite shows via the app from companies reminiscent of Ticketmaster and Broadway.com
American Airline’s sponsorship incorporates a mention of the logo at the splash page when the app is first opened.
Additionally, there are in-app banner ads from American Airlines that promote the hot image of the emblem.
When consumers tap at the ad, they’re directed to American Airline’s mobile site where they may be able to learn more about American Airlines’ merger with US Airways and the way it affects travelers.
Companion apps remain utilized by marketers to attach mobile and tv, but what’s unique in regards to the USA Today app is the main focus on content leading as much as the awards show.
Publish on mobile
USA Today have been steadily build up its mobile presence up to now few years.
Most recently, the corporate took its first steps towards making a universal Android app with a layout that’s compatible with all Android smartphones and 7-inch tablets (see story).
Additionally, the corporate rolled out a refreshed iPad app last year with new features meant to reinforce reader engagement (see story).
For publishers, mobile nowadays is table stakes.
Consumers will continue to place confidence in their mobile devices to read news and multimedia resulting from its convenience, and it’s critical that publishers have a presence across all devices.
In this example, USA Today is using mobile as a hub for fans to access content, that may help the corporate drive new readers.
“USA Today’s mobile and tablet are being designed around building a deeper engagement through habit,” Mr. de Ganon said.
“An app like this specializes in both content snacking and the second one-screen habit in the course of the actual award’s show,” he said.
“With useful, beautiful and utility driven mobile and tablet products, our aim is to highlight being an essential a part of those habits. USA Today users are particularly mobile with busy lives and we respect their time, so each product is designed to assist them get what they want, inside the way they want it.”
Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York
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