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If you don’t know what ‘atomisation’ of apps means well it’s worth getting to grips with it from here on in. Fjord, have cited app atomisation along with VR as the big trend of 2016. Basically it means apps can now work in tandem with each other. For example you can order an UBER or HAILO when you are using Google Maps – you don’t actually have to leave the maps application.

Our other all time favourite for this is KIIP which is a bit like the Uber example above except the implementation is a bit different. Basically if you are in an app which is KIIP enabled you can earn points and prizes from your favourite brands if you complete relevant tasks. For example if you are in a running app and an ad might pop up and say ‘get a free bottle of water or win prizes when you complete 5km’.

Walgreens are doing a version of this in a kind of Customer Marketing way where you can earn Walgreens loyalty points by completing actions within it’s customer’s apps. The example here is if you download the Roche Accu-Chek Connect application and complete healthy actions within the app the you can earn Walgreens loyalty points.

Popular fitness devices and apps such as GenieMD, HoMedics, LifeTrak, Lose It!, Misfit, Nudge, Omron Fitness and RunKeeper have also integrated the Balance Rewards API allowing users to automatically earn points for healthy activities like walking, running and biking.

What do points mean? Go on click here 

One of the best ways advertisers can create great Mobile Marketing experiences is to leverage existing owned channels like point of sale and packaging and do nice overlays. By going into the store or picking up the packaging consumers are effectively opted in to be communicated. Its also the perfect connection moment to communicate with them.

With that in mind McDonalds Sweden has turned their Happy Meal boxes into cardboard VR headsets and created Happy Goggles . Of course there’s a nice super size link to purchase effect where you have to actually buy the Happy Meal box, tear along the perforated lines and actually make up the goggles yourself ( the lenses are provided and have to drop your own smartphone of course as well as downloading the app!). It’s not abundantly clear in the video but it looks like people have to buy the special Happy Meal box complete with cardboard VR goggles.

It’s interactive on a number of levels and the only watch outs for us are that you might want t have a few nice, helpful sampling staff on hand to manage the eventual chaos that might occur if parents or kids can’t get the whole thing working.

If you don’t have the budget to do VR you can still do lots of nice things with mobile like text and win campaigns, scan and win, snap and win etc.

Here’s the McDonald Video