Having an APPtitude

I’ve noticed that recently, governments on both local and national levels have entered the marvelous mobile world by developing apps designed to provide citizens, tourists and expats with relevant information serving their needs.

Such initiatives are important tools in providing service and increasing visibility.

It also helps governments on any level position themselves as progressive, in tuned with the public, moving with the times, and well-organized. Especially in an era when people’s patience is wearing thin and bureaucracy, well bureaucracy never goes anywhere.

Going back to some of my previous posts, those who may be seeking this information are already engaged with your country one way or another and though it helps you strengthen their appreciation of you more, it doesn’t do enough for making new friends.

Encouraging tourism or foreign investments starts by raising awareness to what your country has to offer. In addition to campaigns, conferences and other forms of targeted engagement, I propose a slightly less likely utilization of apps:

Wait for it…: Gaming.

Before you raise your brow or go back to checking your emails, hear me out.

Gaming is not just a lifestyle of junk food and avatars. We’ve all resorted to games conveniently available on our phones at least once while attending a boring meeting or lecture or even on the train or flight on some business trip.

According to an article published on Mashable.com,  In September 2012, 251 million people played games on Facebook, up from 226 million in September of 2011. Beyond the growth rate, the scary part is that those number refer only to  Facebook!

Every game we play, whether on an old-school board game or on a savvy flashy mobile phone have one thing in common: A Background.

A background can be a storyline and or a location in which the game takes place. Why not make the background your own?

Now, obviously if your aim is to improve your country’s image and to increase tourism and foreign investments you wouldn’t want to design a bloody war quest set in your land. But if business capital is what you seek, why not complement your efforts by producing a rollercoaster or runner game set in the downtown business quarter of your financial and commercial capital? Or if tourism is your goal, why not use the beautiful landscapes of your country as a background even for an angry birds style game? Sounds silly? Maybe…but you have an opportunity to make your country visible and attractive without an obvious direct affiliation and positioning one or more of your cities with an already well-known and strong place brand that you aspire to become like or even surpass.

Think about it for a moment. If the game you designed allows the gamer to choose a layout setting or even simply advance to different levels using the same group of cities, the long-term effect of associating the place you are promoting, is that it is in the same league as the other cities in the group.

If your game takes place in Tokyo, London, New York and a city in your country, what does it imply about its economic importance or its fashion industry?

This is not a new concept and is found mainly in track racing games, but it is applicable to almost any genre. The better the game, the more people download the app, the more people consume you regardless of their existing perception of you.

All you have to do is decide what aspect of your country you what to amplify in conjunction with your branding efforts, invest a small amount of money or even have an intern do it for you for free and use your contacts to launch the game.

As far as promoting the game goes – the sky s the limit. You might find it effective to promoting the app by giving people who share their high scores on your Facebook page or a game fan page prizes that support your message.

There is really no need to reinvent the wheel. Move with the times, and give people what they love.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: