Publisher IPC has appointed mobile app agency Swanify to spearhead its push to reach consumers on the go.
Swanify was behind the recent launch of IPC’s Marieclaire.co.uk app, and has now been appointed as IPC’s preferred mobile app agency, with a number of other titles to launch soon.
IPC’s Golf Monthly app sponsored by Cleveland Golf/Srixon was also developed by Swanify. A video and tutorial based mobile app, it is designed for golfers out on the golf course to improve techniques and practice their skills.
Swanify’s companion app framework for IPC aims to drive traffic to digital content including videos, galleries and articles. By delivering web content direct to mobile, readers can access breaking news and features while offline.
Paul Cheal, IPC digital publishing director, says: “Mobile is a key part of IPC’s digital plans. These apps developed by Swanify mean consumers can access our content across iPhone, Android and Blackberry, throughout the day and wherever they are. They also give us increased inventory for commercial partners, in a made-for-mobile environment.”
Swanify specialise in cross platform development using HTML5 technology to build a core framework and then re-configuring it for each platform including IOS, Blackberry, Android and Windows Mobile. QR codes also create a direct link between the printed magazine and digital content.
Matt Lanham Swanify’s CEO explains: “We live and breathe mobile app development so being appointed as IPC’s preferred app agency is fantastic. By developing a framework we can rapidly roll out apps for multiple IPC brands on every platform, accelerating their digital strategy. There are huge opportunities for IPC to be really creative about the way they engage with their readers and we are delighted to be working with them.”
Sponsored by eBay Fashion, the free Marie Claire app provides the latest news and reviews from the world of fashion, celebrity and beauty in an easy-to-navigate premium environment. As part of eBay Fashion’s three month sponsorship, the e-tailer has bespoke in-app branding and video, along with ownership of all advertising, which clicks through to the eBay Fashion store.
