Apple / SOCIAL, DIGITAL, FILM
Fan reviews help boost excitement around this year’s Best of Apps & Games.
In 2019 my team was tapped to bring some humanity to the marketing for Apple’s annual Best of Apps & Games celebration. Past campaigns featured glossy design, but didn’t provide a whole lot of context for the selection process or why fans should care about the apps and games that won.
We discovered that the criteria Apple uses to pick the winners, touches on the same things that fans rave about in their App Store reviews. And since fans on the internet have a way with words, we used them.
We dug deep to find fan reviews for each Best Of App and Game that spoke to its most enticing and emotive qualities AND also coincided with the reasons the critics chose it as a winner. Our campaign line said it all: Loved by You. Awarded by us. The reviews were paired with live gameplay and screen recordings of the apps and games in :15 films made for Apple’s social media and the App Store. We also created a slick visual mnemonic for the end animation that ties our content into the App Store icon. And in the end our client was so excited about the films they bought an additional :60 film to hero the entire program.
The campaign teed up a surprise event in NYC that adapted our tagline to celebrate the creators of the winning apps were celebrated for their much loved work.