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With the increase in the number of people with iPhones I’ve noticed a number of brands developing iPhone applications. (No I don’t yet have an iPhone as i am an avid Blackberry user.)

Here is an example of Denny.ie who have developed an iPhone application called the Denny iFry iPhone Application which lets you fry up to five Denny sausages.

Denny have been expanding their marketing programme across a number of media platforms and they have a full 360 marketing campaign in place from their Denny ‘Home Is’ is campaign, to their Facebook and Twitter profiles while at the same time you will find them on TV, radio and in print. Their current campaigns include a competition inviting people to apply to wish the Irish Nation Merry Christmas and at the same time making a contribution to the Simon Community in Ireland- this Christmas Day,  Denny and TV3 will broadcast live from someone’s home, giving one Irish household the opportunity to address the nation and share their thoughts on what home means to them at Christmas.

You might wonder why a brand like Denny is developing an iPhone application where all you can do is fry some Denny sausages. I came across the Denny iFry iPhone application recently when I met Ronan Morris who attended a marketing and social media workshop I was delivering. You can see him in the video demonstrating the application. An interesting comment Ronan made to me off camera is that he would not typically buy the Denny brand, but after viewing and using the Denny iFry iPhone application, the next time he was in the supermarket he was more aware of the Denny blue logo on products in the chilled food cabinet.

Does an iPhone application for a brand have to have a lot of functionality I wonder? Or how can your brand provide entertainment? What role should iPhone applications for consumer brands play?

I wonder what Denny were looking for when they briefed their iPhone application developer? If it was to raise the visibility of the brand so that at the point of purchase their brand is more likely to be considered, their Denny iFry iPhone application just might have done the trick.

You can download the Denny iFry iPhone application HERE.

Disclosure: my company have provided the PR firm who work with Denny.ie with guidance on their social media programme.