There's much to be learnt from this article in my view. And while it's probably not the first app tie up, it's the first I've heard of and a wonderful idea, with apps being updated all the time, for a client/brand to sponsor and enhance the experience is very smart.
I call this putting a treat in your copy. It's putting something in the copy that rewards the reader with more than straight information. My thought process is that, if they are rewarded with a little treat for reading, even when they aren't really interested in what you have to say they will happily stay with you for the treats.
I doesn't work in a lot of written mediums but is perfect for public notices or DM mailouts or website and google searches, Why, it even helped build a brand at Innocent
Anyone who spends anytime reading this blog will know that Howard Gossage is a bit of hero of mine. He was smart and when I want to look smart I repeat what he says. Stuff like, 'People don't read ads, they read what interests them. And sometimes it happens to be an ad.' Well, here's the proof.
The above is an ad for a wet suit. It comes with some pretty long copy in the description, which if I'm honest, isn't as well written as it could be, but the effort put in to it is commendable and it's effective is in the viewing figures which, currently stand at over 25,000. People are even engaging with him via email.
So, the next time some brain dead parroteer wants to tell you that no one reads anymore, send him this link and politley explain that it's all a question of content.