AP Mobile SXSW Interactive Booth Drives Massive Foot and Web Traffic

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Created by Space Chimp Media, interactive booth hosted video interviews of industry professionals streamed live on ustream.tv.

Abram Boise Interviews Hugh Forrest at the AP Mobile booth at SXSW

Abram Boise Interviews Hugh Forrest at the AP Mobile booth at SXSW

We had a large audience at the booth at all times who were interested in our updated app.

AP Mobile, the official mobile app of The Associated Press, hosted a booth at the 2012 SXSW Interactive conference from March 12-15 which garnered hundreds of fans in foot traffic, and tens of thousands over the internet. The interactive booth, put together by Austin-based marketing agency Space Chimp Media, featured a live camera which interviewed Industry professionals attending the event. The interviews were conducted by MTV personality Abram Boise, and were broadcast live on ustream.tv. During the 3 days of interviews, the AP Mobile Live ustream channel garnered over 80,000 views and was featured on the ustream homepage multiple times.

“The SXSW AP Mobile booth was a lot of work, but at the end of the day it was a huge success,” said AP Mobile marketing manager, Matt Cluney. “We had a large audience at the booth at all times who were interested in our updated app, and we had a huge audience watching our interviews online. All-in-all, we drew the maximum of attraction to our booth, and our downloads increased dramatically as a result.”

The purpose of the interactive booth was to promote the latest version of AP Mobile, which launched a week prior. During the event the AP Mobile app received as much as 14,000 downloads per day, and over 43,000 downloads total during the 3-day broadcast event.

“There were a lot of high-profile tech companies at SXSW Interactive looking to steal the show,” said Charles Haggas, Space Chimp Media cofounder. “We knew that if we were going to get AP Mobile in the spotlight and make it a considerable ROI for their app, we needed to think outside the box.”

Visitors to the booth were particularly excited to see the app’s new layout and features, like the “Big Stories” tab and the “My AP” customization.

The interviewees included SXSW Interactive Director Hugh Forrest, famed rock ‘n’ roll photographer Bob Gruen, Parlee Cycles owner Bob Parlee, Fundly CEO Dave Boyce, Internet and Social Media Strategist Staci Baird, Celebrity Stylist and Fashion Guru Lauren Rae Levy, Spacehack founder Ariel Waldmen, and others. AP Mobile was also featured on the iTunes homepage in the “New and Noteworthy” section during the event and in the top 5 in the News app category. Last week AP Mobile launched its latest update (5.1) which includes full support for the new iPad Retina display.

AP Mobile includes U.S. and international news, plus local stories from over 1,000 newspapers from around the country. Since launching in June 2008, the app has already been downloaded more than 11 million times. AP Mobile is free and available on multiple platforms including iOS, Android, Blackberry, Nokia, Web OS and Windows Phone 7. AP Mobile’s latest version provides fast, visually stunning coverage as a universal app for iPhone, iPad and iPod Touch users.

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Carson Barker