Butterball whips up holiday meal recipes via app
November 5, 2012
The Butterball Cookbook Plus app
The Butterball app is available to download for $4.99 in Apple’s App Store. The Butterball Cookbook Plus app lets users browse through tips and recipes to cook the perfect turkey.
"We know consumers are getting their information and engaging with brands from their phones and tablets, which is why we’ve expanded our resources this year to include the app as well as Facebook, Twitter, Pinterest and Live Chats on Butterball.com," said Bill Klump, senior vice president of corporate marketing at Butterball, Garner, NC.
Recipes can be broken down into categories such as kid-friendly or comfort food inside the app. The app can also be set in a mode to mix up recipes.
The “My recipe box” tab lets users save their favorite recipes for quick access in the future. Users can then tag ingredients in recipes to add to a virtual shopping list that can be printed or emailed.
The Butterball app includes how-to videos to walk users through step-by-step recipes.
Virtual timers and conversion charts are also included in the app.
Additionally, the app is set up with voice control so that cooks can follow the recipe without touching the smartphone or tablet’s screen. Similarly, users can set a recipe to display largely on the screen so that it can be read from a distance away.
Butterball is using in-app purchases to help monetize the app. Consumers can buy special recipe packs from inside the app.
In addition to mobile, Butterball is also using a slew of other digital initiatives to connect with cooks this holiday season.
For instance, the company is upping its social media presence with Facebook, Twitter and Pinterest programs to inspire and help consumers whip up their own holiday meals.
Additionally, the company is using a live chat feature on its Web site to help consumers who need immediate help with their turkeys.
The Butterball app
By taking many of its marketing efforts digital this year, the Butterball holiday campaign shows how consumers are increasingly relying on their mobile devices as way to interact with content.
Nowadays, consumers expect to use their mobile device for everyday features.
Although the app is positioned to target consumers around Thanksgiving, it also has some longevity to it and can be used by consumers who need cooking help year-round.
Butterball has been active in mobile around the holidays for quite some time.
In 2009, the company rolled out an SMS program that let consumers text a keyword to a short code to receive information about their Thanksgiving meals (see story).
Additionally, the company ran full-page mobile ads within Pandora’s iPhone app earlier this year that included tips, promotions and recipes (see story).
Butterball will likely not be selling products through mobile devices anytime soon. Therefore, the company’s primary goal with using mobile is to aide as a resource for consumers.
“"Today’s cooks get information in multiple ways and at Butterball it’s important to expand our expertise to reach those cooks whenever and wherever they are looking for information," Mr. Klump said. "We launched the Butterball Cookbook Plus app to provide easy access to Butterball’s gold-standard recipe ideas, how-to videos, upcoming promotions and cooking advice."
Lauren Johnson is associate reporter on Mobile Marketer, New York
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