Carling iPint: A little idea with big implications

Carling iPint was the first and most successful free branded application on the iPhone in the UK. For a modest production budget of just under £25,000, it has reached a broadcast sized audience of over two million British consumers and has delivered equivalent digital media value of over £5m resulting in a minimum return of £201 for every £1 invested.

Carling iPint: A little idea with big implications

Principal Authors: David Bain and Andrew Wright – BMB

Contributing Authors: Jonathan Lawton and Nick Stewart – BMB

EXECUTIVE SUMMARY

This paper is an account of a cultural phenomenon. Carling iPint has had over 2 million UK downloads (and counting) since launch in July 2008. It is still averaging over 128,000 downloads per month in the 6 month period to February 2010 and it remains the number 1 free download from the App Store in the UK 20 months after its launch.

Carling iPint is the first and most successful free branded...

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