Zip App Finds New Way to Gain Users in Saturated Market
Mobile app developers and users alike know how saturated the world has become with apps—there is literally an app for almost everything, and it can be near impossible to get your app seen or heard about, let alone downloaded. As of July, 2015 there were 1.5 million apps available for download on the Apple App store and 1.6 million available for Android users. So when Ric Militi developed Zip, The Question-Answer App, he knew he had to take a different approach if he wanted his app to gain traction with real world users.
Militi conceived Zip when he and a coworker couldn’t resolve an argument, and eventually found themselves asking for others’ opinions. This sparked the development of Zip—an app that lets you anonymously ask any subjective question to the world, and lets other Zip users answer and settle your dispute in real time. Militi then realized that there were multiple other social uses that could be gained from a polling app like Zip. From local news stations using the app to radio stations to major league sports—Zip has become a way to bring people together in discussion rather isolating people to their phone screens like zombies.
Once developed, Militi had a killer app, but one big hurdle: how to get it into the hands of users. That’s when he joined forces with Pretzel Logic Productions, a team of filmmakers whose innovative philosophy in storytelling was a perfect complement to the app. Together, Militi and Pretzel Logic created a campaign of 10 videos to launch the app that not only explained how to use it, but showed users the kind of fun situations that Zip can get you into (or out of). Demonstration videos were a priority, showing the world how to download and use the app itself. After that the Pretzel Logic team made way for several fun, story-driven videos that illustrated some of the social situations in which you might find yourself using Zip, and what types of questions you may want to ask. Finally, Militi found that his video campaign for Zip was perfectly timed as Apple had just launched “pre-view” in the app store—a short explainer video that users can watch right before they download an app to check out it’s functionality.