Concierge.com/Condé Nast
Postcard by Concierge.com iPhone App/Concierge.com
A mobile app is not a Web site. That is the first lesson most publishers forget when designing for the new generation of smartphones. People want utility and service from their mobile handset, not the same old content. Concierge found a way to extend its long-standing online travel information and inspiration brand to the iPhone without just piping in the Web site.
The Postcard app lets users integrate their own travel photos with the site’s brand. The app uses the on-board camera, its GPS system and connectivity to give users the power to put their travel photos into attractive frames and share with friends and the Concierge site. The final product can tie into a Google map that illustrates for the user where they are (or were) and creates a map catalog of travel images.
Few mobile apps integrate back with the online brand as deftly as Postcard. The users’ creations are gathered in the Concierge.com gallery, where the adventures and design wit of users is put on display. Whether it is the mysterious “sock foot traveler” sending images and captions from Germany or families sending “bonjours” from the foot of the Eiffel Tower, the iPhone app has become an occasion for Concierge’s users to take the brand with them and to give back to a community of travelers.
With over 1,000 downloads a day, the Postcard app is demonstrating how magazine brands become truly portable when they become fun and meaningful in people’s everyday lives. Mobile raises the bar on magazines to really matter in people’s lives, and Concierge’s Postcard meets the new challenge.
Honorable Mentions:
Allrecipes.com – Allrecipes Dinner Spinner: It’s five o’clock. What’s for dinner? Take a spin on Allrecipes hit app (2.3 million downloads) that lets the stumped home chef find just the right recipe for the ingredients she may already have on hand. In a cluttered recipe category, this one spun to the top with a novel interface.
Men’s Health – Eat This, Not That: A book mega-hit became one of the most successful mobile apps from a magazine. The app turns the printed word into an interactive resource that can tell the user exactly how many thousands of calories is in that Ruby Tuesday’s fudge sundae. Try the Jell-O.
Parade/Parade.com - Marilyn vos Savant's Numbrix: By leveraging one of its most popular and interactive franchises, the number puzzle game Numbrix, Parade magazine finds the fun in its own brand and creates for thousands of users a daily, on-demand, encounter with a weekly print brand.
The Knot Inc. for Secret Resorts & Spas – “Wedding 911” iPhone App: For sponsor Secret Resorts, The Knot created an emergency resource for panicked brides who need to know exactly when to cut the wedding cake at the reception, how to cut photographer costs or how to cut those unwanted relatives from the guest list.
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