Omaha Steaks aims to influence purchase intent of iPad users
Omaha Steaks’ new commerce-enabled Steak Time application for Apple’s iPad is designed to keep the brand top of mind and influence the purchase decisions of affluent early-adopters.
Available on the App Store, Steak Time for iPad is designed to piggy-back on the original application for iPhone and iPod touch, which the brand deemed a success. It features a number of enhancements that take advantage of the iPad’s large, high-resolution display and multi-touch interface.
“At Omaha Steaks, we wanted to reinforce our position as the premier source for steaks in America,” said Beth Weiss, spokeswoman for Omaha Steaks, Omaha, NE. “By offering our customers a rich user experience with hundreds of recipes, how-to videos and a carefully designed timer, Omaha Steaks is helping everyone to learn the secrets of preparing the perfect steak every time.
“We wanted the app to be free of charge to make it available for widespread distribution and downloads,” she said. “IPad owners tend to be early-adopters and just the type of consumer that Omaha Steaks values.”
Omaha Steaks is a family-owned company that markets and distributes USDA-approved grain-fed beef and gourmet foods. The brand claims to be the nation’s largest direct response marketer of premium beef.
Targeting tablet users
The iPad owner is tech-saavy and an early-adopter. Omaha Steaks is targeting this demographic because it represents an important, growing market, per Ms. Weiss.
Steak Time for iPad has been designed to create a better user experience with features like an informational “Steak 101” section complete with how-to videos, tips for perfect grilling, steak facts and hundreds of delicious, shareable steak recipes.
As with the original Steak Time App, the ‘Grill Timer’ is the highlight feature of the iPad version, enabling users to create a personalized steak timer setting for everyone on their guest list.
Other features include a universal timer that lets users set food preparation timers directly from within recipes and view active times from anywhere in the application.
“Buy Now” buttons appear in users’ grocery list, letting them buy Omaha Steaks products. Users can browse the Omaha Steaks store from within the application.
The conversation card feature provides a host of interesting facts and questions to help liven up the dinner discussion.
Social media integration lets app users share recipes and tips with their friends on Facebook and Twitter.
The brand is promoting the application through its social media sites such as Facebook and Twitter, as well as the Omaha Steaks blog at http://www.steakbytes.com.
“The iPad is a great platform for recipes and high-value content,” Ms. Weiss said. “We are proud to be the mostwell-recognized brand of beef in America.
“Our logo and branding appear throughout the app, as a reminder to steak lovers everywhere that Omaha Steaks is the authority on steaks,” she said. “At this time, there are no direct calls to action in the app.
“It is intended as a useful resource and tool for anyone who loves steak.”
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