Jul

10

Drinkspiration should provide other major brands with mobilespiration

Filed Under Branding, Engagement, Marketing, Mobile 

This iPhone app from Absolut is very impressive. Drinkspiration was obviously carefully planned to try and take over the already crowded category of drink recommendation apps (most of which aren’t even free). It was developed by a Swedish agency by the name of Great Works.

Before you read further, watch the demo video if you haven’t yet:

Download it here (iTunes link). I personally paid for a few similar apps a while back and have since removed them because I found them confusing and they really didn’t help me easily answer the big question, “What is a new drink I can order or make instead of the usual?” I’m pretty sure almost anybody that drinks and who isn’t a bartender has this problem.

Drinkspiration does a better job at helping you answer that question and at the same time it went above and beyond by adding several other social and location-based features which really sets it apart.

The number one complaint we’ve been seeing lately from developers is the challenge of app exposure now that it’s very crowded in every category. Until there are changes made, the most obvious answer to that question is to create something worthwhile for the user with unique features that are worth talking about. Of course that’s easier said than done.

What Drinkspiration does right…

1. Useful functionality

This app solves that common problem among drinkers in several different ways. Some features also leverage the iPhone’s built-in GPS and other available API’s. The different options that are presented allow you to get drink suggestions based on things like your location, desired taste/color of the drink, the time of day, the weather, liquor type, glass type, and even the type of bar vibe.

They also included two other unique options: see what other people are ordering in real-time across the world (I am 99% sure they got this idea from the popular Ocarina app but there is no harm in that) & recommend a drink by background volume (my favorite one that worked well when I tested it).

2. Well designed user interface

A must IMO for any iPhone app to be taken seriously.

3. Social network optimized

Linking to Twitter and Facebook worked as expected (except it got my location wrong but I don’t think that’s Absolut’s fault). One small change I would make: the Facebook status should also be updated so it says “I just had an Old Vic” like it does on Twitter or else your friends will be probably be confused.

I do like how they link all updates to absolutdrinks.com, the online version of the app where you can search, browse, and find more tips on how to mix the drinks.

If only they would have figured out a way to hook up with the already popular Foursquare app, that would have put the app over the top.

4. Good app name

Drinking + finding the inspiration to try something new = Drinkspiration.

5. Free download

There might be a few other exceptions but for the most part, people won’t bother paying for a clearly branded app. One of the exceptions might be paying for subscription based apps from magazines or newspapers that will have frequently updated content (and most likely replace a paper subscription).

Other Thoughts

Some of the early reviews for Drinkspiration on iTunes aren’t so great but it looks like they are mainly from people who are pointing out some of the bugs that Absolut will likely fix with future versions. I did notice it crashed on me a few times but that’s usually the case with a lot of the new and complex apps I try these days. Besides the iTunes store, the mentions on Twitter for Drinkspiration have been very good.

I imagine that Absolut will create the same app for Android, Palm and maybe even BlackBerry sometime in the near future (Update: already plans to release an Android version as this article points out). They created an app that people will likely show off to friends at the bar which will lead to more downloads. There is a huge opportunity for a major beer company to create something similar for the beer category. I’m also wondering since Bluetooth enabled accessories will be a huge part of the iPhone market very soon if it would be possible for Absolut to develop an iPhone breathalyzer which would allow you to blow into it and display your blood alcohol level within the app.

Let me know your thoughts on this or any other recent examples of branded apps which you thought were well-done. Some others that come to mind right now are Dunkin Donut’s Dunkin Run, Oakley’s Surf Report, Charmin’s sponsored SitorSquat and Kraft’s iFood.

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Comments

  • Agree with all of the points above. I would hope that more and more brands create helpful free apps which are also entertaining.
  • Natalie
    Agree with you here, Johnny.

    Other agencies may not say this is the most original idea as there are other incarnations around, but it's definitely the best for user experience and quirky features (the noise volume choice is genius.)
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