Every day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 3o categories. Today, its the turn of the Most Effective App Install category.

Nasmedia and 4:33 – Lost Kingdom UA Campaign
Korean games developer 4:33 was one of the first driving the initial boom of mobile RPGs in Korea, but over the years the market it helped build has become increasingly competitive. To promote its much-anticipated title Lost Kingdom, it used Nasmedias Nswitch app marketing platform, optimising inventory by publisher effectiveness to improve efficiency.

The campaign achieved the highest ROI of all the marketing channels used to promote the game, and helped push Lost Kingdom to the top of Google Plays free game charts.

Coral and Somo – Coral Sportsbook Euro 2016 Campaign
For gambling operator Coral, the Euro 2016 tournament represented a month-long opportunity to draw in a wealth of new customers. To capitalise, Somo planned and bought media from a number of partners to target the required demographic associated with sports betting, serving up daily creative with the latest special offers from Coral, alongside an app ranking campaign with two incentivised media partners that could drive a high volume of installs, at low cost.

The campaign drove over three times as many paid installs from 10 June-10 July than in a normal period, 60 per cent of which came from non-incentivised sources.

Virgin Media & RAPP – Wi-fi Buddy
Virgin doesnt operate its own mobile network – it uses EE’s, and has to pay for every megabyte of data its customers use. Wi-fi Buddy was conceived as a way of keeping data costs down for both subscribers and Virgin itself.

Via email, SMS and owned media, RAPP reached out to customers with a fixed monthly allowance and those on an unlimited data tariff alike, showing a benefit message appropriate to their situation: respectively focusing on the cost savings, or the ease of using the app. The campaign drove 377,000 downloads, and reduced total data consumption by 10 per cent.

Our winners will be announced at the Awards Ceremony in London on 17 November. To book a seat or table, head for the Awards website or call John Owen on 07769 674824.