app watch

Special Delivery: Enfamil's ExpectingBaby App

Posted by Sheila Shayon on May 27, 2011 11:00 AM

Being pregnant just became a little easier thanks to a new iPhone app, ExpectingBaby, just released by Mead Johnson, maker of Enfamil infant formula.

Moms-to-be can track their nine month journey with customized week-by-week updates on a child’s development through photos, updates and pregnancy milestones via Facebook, Twitter and email.

“We are excited about ExpectingBaby, because it allows moms-to-be to celebrate and learn more about their pregnancies through a variety of engaging, educational tools. When labor begins, the app even helps track contractions, provides directions to the nearest hospital and alerts family and friends using a one-step notification system,” said Tim Brown, the brand's US SVP and GM.

The app is part of Enfamil’s larger mobile strategy including a mobile-optimized site that launched in September, which reached 73,000 unique visitors last month alone. It also follows a bigger trend of branded pregancy apps, such as Nutricia's new app being targeted at European parents.

According to Chia Chen, SVP/Director Mobile Practice, Digitas, who developed the Enfamil app with Meade, "Today almost 60% of moms use a smartphone—and they spend over six hours a day on it. Mobile is a means for busy moms to get the information they need when they need it.”

Comments

video to mp3 converter United States says:

wow that's great! pretty useful appSmile

June 1, 2011 06:04 AM #

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements