Copywriter: Lee Bratton, Account Manager, YouCom Direct
Flappy Bird is a 2013 mobile game, developed by Vietnam-based developer Dong Nguyen. It is an example of mobile marketing (though unintentionally), for it generates billions of ad impressions making the owner of the ‘Flappy Bird’ app very rich ($50,000 a day). It is a simple side-scroller game where the player controls a bird, attempting to fly between rows of green pipes without coming into contact with them. At the end of January 2014, it was the most downloaded free game in the iOS App Store. But the real money was made from the ad impressions. This is an example of good content marketing and audience reach. Amazon are a brand with similar mentality gaining market share at the expense of initial profitability because they know their strength and financial longevity lies in the amount of people using their app and desktop sites.
In early 2014, Nguyen said Flappy Bird was dead “permanently,” a victim to its addictive nature and he withdrew it from the app store, no longer available to download. He says “Flappy Bird was designed to play in a few minutes when you are relaxed. But it happened to become an addictive product. I think it has become a problem. To solve that problem, it’s best to take down Flappy Bird. It’s gone forever.” But when you have great content, you have people wishing to pay for exposure to that content and recently Amazon announced it had come to an arrangement where it can launch a revised version of Flappy Bird, called Flappy Birds Family, exclusively for Amazon Fire TV. The move is now set to make Amazon billions as they have instant demand of their new Amazon Fire TV from a loyal fan base of Flappy Bird fans worldwide. If a brand wants to generate calls, clicks and store visits, they need an ad strategy that creates good content to engage consumers. This is the thinking that goes into our business directory advertising at YouCom Direct.
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YouCom Direct News Article, Oct 2015, London, ‘Flappy Bird addicts’’.