AppWatch: A Look at What Publishers are Launching in the Mobile Space
Move Over Rubik's Cube ... There's a New, Addicting Puzzle in Town
App: Esquire's Hardest Puzzle Ever
Produced by: Esquire magazine (Hearst)
Price: First level and sponsor level are free; next four levels cost $4.99 (total) to access
App Details & Features:
With the popularity of gaming and gaming apps, Esquire's foray into a branded "game"—or puzzle, if you will—is nothing shy of brilliant. "The Hardest Puzzle Ever," as it's called, is reminiscent of a Rubik's Cube-style puzzle, where you move squares around to try to complete the image on each side of the cube. The app ties into the Esquire brand with some of the images being of Esquire covers. (The first level, which is free to play, currently includes the Esquire cover featuring former President Bill Clinton.)
The app captures customer data through a "create an account" process (which asks for country of residence, date of birth, name and e-mail). And it creates a revenue stream: The sponsor (Lincoln) is given an entire level (the second level) of the game—which also is free—that ties into Lincoln's Smart Luxury campaign. After the first two free levels, users have to pay for the next four levels. But, perhaps most important of all, it's fun—a bit frustrating, like the old Rubik's Cube, which Publishing Executive's speculation is that it was built to be sturdy enough to withstand being slammed down on a table in disgust—and it's addicting.
The app takes advantage of the app environment and what's popular with users, while still promoting the Esquire brand and capturing information.
Color My House Beautiful ... or Sensitive
App: House Beautiful's 500+ Favorite Paint Colors App
Produced by: House Beautiful (Hearst)
Price: $4.99 (and sponsored by Blanco)
App Details & Features:
Well, Hearst seems to be on an app roll (sounds tasty). It recently launched House Beautiful's 500+ Favorite Paint Colors App for iPad, which is available on the App Store and through iTunes.
