The Guarana Antarctica 'Ex-Lover' app is a way in which the soft drink brand is connecting more intimately with its customer base.
They've created an app which preserves the pride of the recently dumped, and involves a friend group to ensure that no humiliating contact is made by the walking wounded. As explained by the accompanying video, the app not only blocks calls from the number, but alerts friends when an attempt to contact the ex is made. Worst of all, an attempted call to the ex will result in a humiliating Facebook post exposing their succumbing to temptation.
Though it can't be said whether or not this app will get a ton of downloads, this campaign in and of itself is incredibly entertaining and intriguing. Likely to generate plenty of buzz based on the idea alone, this is an ingenious move on by the soft drink brand.
Pride-Preserving Appvertising
The Guarana Antarctica 'Ex-Lover' App is Protective
Trend Themes
1. Intimate Customer Connections - The Guarana Antarctica 'Ex-Lover' app demonstrates the trend of brands connecting more intimately with their customer base.
2. Preserving Pride - The app's focus on preserving the pride of the recently dumped highlights the trend of empowering individuals in difficult situations.
3. Socially Interactive Apps - The involvement of friends in the app's functionality reflects the trend of creating social interactions within mobile applications.
Industry Implications
1. Soft Drink - The Guarana Antarctica 'Ex-Lover' app presents an innovative opportunity for soft drink brands to engage with their consumers on a personal level.
2. Mobile App - The app's unique approach to blocking calls and involving friends opens up disruptive innovation opportunities within the mobile app industry.
3. Social Media - The app's integration with Facebook showcases potential disruptive innovation in the social media industry by leveraging personal relationships and actions.