Steely Eye Digital Media

February saw the launch of the new version of Carling’s iPint, one of the most successful apps of all time. The last few years has seen a staggering rate of change in the mobile space with a rush of new technologies, new devices, new platforms and even new mobile form factors (it is amazing that the iPad is yet to celebrate its second birthday!)

Indeed it’s just three and half years since Apple launched the app store era, releasing just 500 apps on 10th July 2008. Since then 500,000 apps have been approved by Apple and there have been over 10 billion downloads from the app store.

Back in the early days, the quality of apps were very hit and miss, the apps that did well were the ones that showed users a new and different way to use mobile. iPint was one of those apps and grew in popularity based on its notable features including its novel use of the accelerator and a realistic pint pouring simulation. iPint hit several million downloads and topped the download chart but perhaps its greatest achievement was letting marketing leaders know that there was a brave new world, a third screen to utilise in the marketing mix. Sure, mobile was personal and always in customers’ pockets but it could also inspire watercooler moments for brands.

But in the fast moving 21st century it does not take long for consumers to become jaded and cynical about what was only recently shiny and new. With so many apps, sites and other media competing for attention, it was time for Carling brewer Molson Coors, to refresh and update iPint.

Steely Eye worked as a technical consultant to BMB on Carling iPint version 2 which went live as an update at the end of February. The app designed by BMB and developed in partnership with Steely Eye and vouchering experts i-Movo helped Carling bring iPint up to date.

Rewarding the user for continued engagement, iPint’s major new feature is the vouchers, offering discounts redeemable at any UK corner shop with a PayPoint sign. The new update also includes a store locator map and a new UI incorporating Carling’s dynamic new branding, updated for Retina display.

And the results? iPint version 2 has already had over 500,000 downloads in the three months since going live, a fantastic result especially as it is only available in the UK.

A report this week positioned iPint as 19th on the iPhone Top 25 All-Time Free UK Apps – hopefully with the new features iPint will be able to maintain its position as the top branded app in history!