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Apple Ad Campaign Highlights iPad Apps You've Never Heard Of
Date: August 21, 2013
Earlier this month, Apple's ad agency TBWA\Media Arts Lab started placing outdoor ads around the country highlighting several suites of more niche, artistic apps, including a set of drawing apps, foodie apps and music apps.
If you don't recognize some of the apps in Apple's latest iPad ad campaign, you're probably not alone.
Earlier this month, Apple's ad agency TBWA\Media Arts Lab started placing outdoor ads around the country highlighting several suites of more niche, artistic apps, including a set of drawing apps, foodie apps and music apps. While some are standard enough — Pinterest, iTunes and national magazines like Rolling Stone are all featured — others are much more obscure.
One ad includes a picture of an app called The Food Book, which was developed by Oomph Technologies on behalf of Oxford University Press. The app is adapted from a book of the same name and geared specifically towards — very specifically, in fact — "Australian secondary school students." The app has never cracked the top 500 list on the App Store in any country, not even Australia, according to App Annie, which tracks app rankings. It appears to have never received a single user review.
Another ad shows off Mitypewriter, an app that promises to replicate the feel of a manual typewriter, which apparently nearly cracked the top 100 iPad apps in Sri Lanka, but ranks much lower down in other countries. To its credit, the app has a 4-star rating, but it has been reviewed less than a dozen times.
Then there's ArtRage, a painting app that has actually made it into the top 100 overall iPad apps in a couple countries — though not the U.S. The current version of the app has just a two-star rating on the App Store.
The goal of the campaign appears to be highlighting creative apps that make the iPad user experience unique, but we hope they picked out apps that people actually have used and should use.
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