40cozy.com Reaches 100,000 Downloads of Free iPhone Beer App in Two Weeks

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40cozy.com, a lifestyle company for social drinkers and designer of stylish beer koozies, developed a free iPhone application, pour1out, as an inexpensive viral marketing tactic. In two weeks, the application has been downloaded 100,000 times, the company's website traffic jumped 2300% and online sales increased 135%.

As a small company, 40cozy relies on creative promotional methods to offset its limited marketing budget. The iPhone 3G's App Store launch presented a unique opportunity to potentially reach millions of consumers with a branded application. After waiting for acceptance as an iPhone developer, it only required two weeks for 40cozy's sole developer to complete pour1out, their humorous beer application.

"At this point in time, I think this is one of the most cost-effective ways to reach the largest number of potential customers," states P.J. Eichten, 40cozy's Marketing Director. "With some talented developers and a unique concept, even a small company can launch a useful and/or memorable application. The challenge is creating an app that is unique and truly appeals to your target market. Ultimately, the success of a branded app depends on its ability to deliver functionality that inspires the initial download, encourages frequent and long-term usage, and creates a positive brand image."

Pour1out is a tongue-in-cheek application paying homage to the street tradition of pouring out some beer for fallen comrades. The main feature is a motion-sensitive 40oz beer bottle that pours out when you tilt the iPhone. Users can select any of 40cozy's beer koozies to add to the virtual beer. The best feature in many reviewers' eyes is the one-click button that finds the nearest liquor store, utilizing the iPhone's GPS functionality.

With the success of pour1out, 40cozy is currently developing a second iPhone application with many more features. "Pour1out has been a great learning opportunity for us," comments Scott Sykora, 40cozy's web developer. "We realize how important perfecting the code is before launching. A glitch in our first version resulted in some poor user reviews. We now realize the obvious: even if it's a silly game, an application is still an extension of one's brand. Getting everything right the first time is very important."

In little over a year, 40cozy has grown from a few young entrepreneurs' pipe dream into a quickly growing lifestyle company. With prospering online sales and products in 115 stores, 40cozy is looking to expand its product line and retail sales in boutiques, novelty stores, and large chains. 40cozy's business goals also involve reaching new markets including convenience stores, microbreweries, and custom-printing opportunities for organizations and company promotions.


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