Zombify is just one of the many “-ify” apps created by developer Apptly, the publisher behind Wolfify, Santify, Vampify, Fatify, Oldify and a host of other face-morphing apps that allow you to apply animated effects to selfies and the photos on your camera roll.
User acquisition is always a challenging prospect for developers, but an app associated with a specific holiday or time of year can benefit by riding the wave of associated engagement. But what about afterward?
“Though Halloween is obviously a high point, zombies certainly capture people’s imaginations year-round,” said Geoff Warren-Boulton, Apptly’s CEO and founder.
[This is arguably true. Although dubious of Warren-Boulton’s claim, the author of this story downloaded Zombify and subsequently spent approximately 45 minutes overlaying bloody zombie features over her own. See image at right.]
But there’s more to it than that. While it’s true that apps go unexpectedly viral or get fortuitous lift from related events, that’s not something a developer can always depend upon, which is why Apptly called on app marketing company Tapstream to encourage installs and engagement.
“Zombify is a good example of an app that’s really cool once you see it and use it, but has challenges when it comes to user acquisition,” said Slaven Radic, CEO and co-founder of Tapstream, whose other clients include Hootsuite, Rosetta Stone, WebMD, Twitch, edmunds.com and The Bleacher Report. Tapstream’s SDK is installed on nearly 100 million devices.
Apptly tapped into Tapstream’s word-of-mouth tool, which acts as a referral reward system, to drum up acquisition using Zombify’s existing user base. The app saw more than 540,000 installs during Halloween, roughly 14% of which came through Tapstream’s word of mouth. Users acquired through WOM, which were earned rather than paid for on a CPI basis through an ad network, netted approximately $100,000 in profits for Apptly.
And the engagement continued long after users had finished eating their Halloween candy.
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