Friday, 23 January 2009
Kraft Foods are proving that if you can provide value in a relevant space, consumers are willing to accept and even, eventually, pay for your advertisements. Kraft's iFood Assistant is now #2 amongst paid apps in the Lifestyle category of IPhone applications. The iFood Assistant serves as a store locator, shopping list creator and recipe store enabling a rare feat by an advertiser who, incidentally, along with the ads the application's user sees also collects data to enhance future targeting efforts. Users must register with Kraft Foods before downloading recipes and shopping lists, allowing Kraft to collect information on consumer preferences and purchase habits.