Clemenger BBDO Sydney-created Hungry Jack’s iPhone app reaches 265k downloads since launch
Hungry Jack’s iPhone app has had over 265,000 downloads since its launch in May, making it the most successful smartphone app to come from an Australian fast food business.
It became the number one most downloaded free Australian app on the Apple App Store within 18 hours of launching on May 18. It remained there for four days, and in the top five for the first month.
Created by Clemenger BBDO Sydney, the app was the first of its kind to feature a nutritional calculator, empowering customers to access the protein, fat, sodium and energy levels of Hungry Jack’s menu items on the go.
Through its unique Shake & Win function, people could check in to their local Hungry Jack’s store to win vouchers including discounts and free food and drinks.
It was promoted via mobile banner ads, social media, in-store point-of-sale materials, and a story on Channel 9’s A Current Affair.
Hungry Jack’s national marketing director, Jim Wilson, said mobile and social media is becoming an important focus within Hungry Jack’s integrated marketing campaigns, intensifying customer engagement.
Says Wilson: “We went out on a limb and tried something new, and its success came down to the fact that Australians love a great deal offered through a fun and engaging medium. Even after almost two months on the market, we’re still seeing around 4,100 downloads per day. Its phenomenal success will mean it will remain an important tool for rewarding our loyal Hungry Jack’s customers.”
Justin Cox, group account director at Clemenger BBDO Sydney, said rapid technological advancement means there’s a lot to get excited about in the mobile space.
Says Cox: “We prefer to take a pragmatic approach and rather than start the conversation with what’s possible, start by asking what do consumers actually desire and what is going to drive the Hungry Jack’s business?
“As a result we have over 265,000 downloads of a simple well-designed app, that has relevant utility and is fun to use.”
This month after huge public demand, Hungry Jack’s extended the app to be compatible with iPod Touch and iPad devices and in coming months it will be made available to Android users.
2 Comments
Must have some hot mobile experts in that building. 250K + is amaze.
“empowering customers to access the protein, fat, sodium and energy levels of Hungry Jack’s menu items on the go.”
Got to love that feel good spin.
“Empowering” has got to be the most BS notion our business craps on about at times.