With help from AdMob, Digital Outcrop was able to promote its Mixology iPhone application and move it to the No. 3 spot in the rankings for Lifestyle applications.

AdMob used text ads across more than 3,000 iPhone applications in its network to increase Digital Outcrop?s Mixology downloads by 845 percent.

?The goal of the campaign was to drive downloads of the Mixology application and increase its ranking in the free application Lifestyle category in the App Store,? said Nicole Leverich, director of corporate communications at AdMob, San Mateo, CA.

?Digital Outcrop worked with AdMob to run a burst campaign to drive downloads of their free application, with a goal of continuing organic growth once Mixology reached the top rankings in the App Store,? she said.

The goal was to drive more than 9,000 downloads per day. Over the course of the campaign there were more than 23,000 downloads of the application. 

The average daily download of application increased by more than 250 percent.

Mixology is a drink recipe and bartending guide iPhone application developed by Digital Outcrop that lets users browse and search through thousands of cocktail recipes.

Drink categories include Cocktails, Martinis, Shooters, Jello Shots, Hot Drinks, Punches, Non-Alcoholic Drinks and Favorite Recipes.

The application?s ?Liquor Cabinet? tab lets users enter all the liquor and mixer types they have on hand?and find all the cocktails they are able to make.

The ?Random? tab has a slot machine interface, which lets users find random recipes based on liquor, mixer and glassware criteria.

The Cabinet and Random features are user-friendly because Mixology broke down 1,300-plus ingredients into 87 categories.

Users of the application can choose between Metric and Imperial units for all recipes with the click of one button.

Another feature of the application lets users find the closest liquor stores using GPS and Google Maps.

The application acts like a teacher and helps users learn bartending techniques and terminology.

Users can also share recipes with friends via email, Facebook and Twitter.

?The strategy behind the launch of the Mixology iPhone app was to provide users with a bartending app that offered techniques and terminology as well as give them the ability to share recipes via email, Twitter and Facebook,? Ms. Leverich said. 

?The increased number of downloads of the free Mixology application enabled Digital Outcrop to leverage house ads to promote Mixologist, their paid application,? she said.

?Mixologist also reached the Top 100 paid list and became the top paid app in the Lifestyle category two weeks after the AdMob campaign promoting the free Mixology app.?

Dan Butcher contributed reporting to this story.