Mobile Marketing Case Study – Epicurious.com (Juice Wireless)<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />
Company: Juice Wireless, Inc. for Epicurious.com
Leading recipe website Epicurious.com was looking to:
· differentiate its product from competitors
· build a regular audience of loyal users
· increase site traffic
· and increase revenue.
In response, Juice Wireless, Inc., created EpiToGo with Tag-n-Retrieve technology, a first-of-its-kind application that makes it possible for Epicurious visitors to easily download recipes to their mobile phones. The application also enables users to view their recipes anytime they are at the store via their mobile phones in the form of useful ingredient lists designed to make shopping quicker and easier. EpiToGo also provides Epicurious with an intelligent partner advertising channel. Built with a targeted advertising engine that enables Epicurious to match specific advertisers to recipes, EpiToGo enables advertisers to reach consumers with highly relevant messages while they are in the store shopping for these exact products. Users can even receive a companion wine recommendation for their recipes providing another useful service and advertising channel.
Cutting Edge Technology
Juice Wireless’s proprietary Tag-n-Retrieve technology enables Epicurious users to “mark” information on the internet, so they can interact with it later via their mobile phones. Also leading edge is Juice’s cached, mirrored database technology that empowers EpiToGo’s breakthrough speed, so that it can sort through 18,000 recipes and deliver the correct one to a user’s phone instantly. Lastly, EpiToGo works on almost any internet enabled handset, reaching approximately 100 Million US wireless customers.
As of October 10, 2005, over 17,300 users have downloaded a total of 22,660 recipes to their mobile phones with over 23% of downloaded recipes going to repeat users – clearly demonstrating EpiToGo’s ability to drive customer loyalty and repeat usage. Additionally, Epicurious was able to use EpiToGo as an advertising service for Turning Leaf wines further driving increased revenue for the company. The program has been so well-received, that EpiToGo Version 2.0 is in the works for Fall 2005, featuring increased consumer functionality and benefits.
The key to TRUE success and REAL user adoption of applications on a new platform is a user experience whose simplicity belies the technology upon which the application is based. EpiToGo represents that breakthrough on mobile.
Epicurious.com, a CondéNet site, incorporates more than 20,000 recipes from the premier brands in food journalism, Gourmet and Bon Appétit magazines, as well as original material and tips focused on cooking, entertaining and cocktails.
CondéNet is the leading creator and developer of upscale lifestyle brands online, providing enjoyable, useful services that tie into and build upon the heritage of the world’s most prestigious magazines. Today, CondeNet consists of the deepest online brands in the vertical categories of fashion (STYLE.COM and MEN.STYLE.COM), food (Epicurius.com), and travel (Concierge.com). Based in <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />New York, CondéNet is owned by Condé Nast, a privately held media company.
Juice Wireless, Inc. brings innovative, consumer-friendly and highly useful mobile content services to market as both direct-to-consumer products and highly effective marketing services for the world’s largest media companies and consumer brands.
Juice’s direct-to-consumer mobile products provide end users of mobile phones state-of-the-art applications that increase personal productivity, entertain and engender consumer generated communities. The company’s portfolio of ground breaking mobile consumer products currently includes Mobile Birthday Reminder™ (www.mobilebday.com), Cool Mobile Games™ (www.coolmobilegames.com) and Info-To-Go™ (www.infotogomobile.com).
Juice’s mobile phone marketing services provide major consumer brands, media companies and advertising agencies with leading-edge, high-impact, results-oriented mobile components and programs to their overall marketing and branding strategies. Juice’s customers include: AOL Impact Marketing, Condé Nast Corporate Sales, The Gillette Company, Hearst Corporate Marketing, Sony Connect and Teen Vogue.
Founded in March 2004, the privately-held company is headquartered in New York City. Visit: www.juicewireless.com.
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