Butterball drives app downloads with limited-time free offer
By Chantal Tode
November 15, 2013
“The Butterball Cookbook Plus app
The Butterball turkey recipe mobile application will be free to download for the first time this Thanksgiving, making it easy for anyone to plan a holiday feast.
In addition to providing hundreds of recipes for Thanksgiving main dishes, salads and sides, the Butterball Cookbook Plus app for iPad and iPhone enables users to save and store their own personal recipes as well as access free downloads of new recipes from Butterball every month. The app is being offered for free for a limited time through Thanksgiving and will cost $4.99 following the holiday.
Butterball is excited to offer Butterball Cookbook Plus app free to consumers in gratitude and celebration of Thanksgiving, said Kimberley Metts, manager of consumer promotions and intellectual properties at Butterball, Garner, NC.
The app is loaded with time-tested recipes, twists on traditional favorites, videos, tips and tools, all in the convenience of a mobile app, she said.
Whether this is your first Thanksgiving meal to prepare, or your tenth, making a holiday meal this big can be stressful. Keep your Thanksgiving stress-free, and download the app to plan an unforgettable Thanksgiving feast.
The freemium model
Offering the app for free for a limited-time is a smart move as consumers are increasingly expecting apps to be free as more developers move to a freemium model.
This will enable Butterball to drive a jump in users who it can then communicate with on an ongoing basis throughout the year as it brings out new recipes and drive revenue through new special recipe packs every month that are available to purchase.
The Butterball recipe app was built on the Publications Internationals iCookbook platform.
Other features of the app include the iCookbooks hands-free Voice Command technology, enabling users to advance pages of their recipe without having to touch the screen of the mobile devices.
The app also offers how-to videos on choosing, roasting and carving a turkey, articles on roasting schedules, brining suggestions, a checklist and tips on deep-frying a turkey.
Additionally, there is a Gluten-Free Thanksgiving recipe pack for users with dietary restrictions.
Party planning companion
The Butterball app addresses how consumers are making mobile a bigger part of their lives every day and during special occasions such as Thanksgiving.
More than simply a collection of recipes, the app is designed to be a companion to users throughout the planning process for what is typically one of the biggest meals consumers prepare every year.
We are constantly creating new recipes that will soon be part of your Thanksgiving favorites, Ms. Metts said.
This month, we’re excited to introduce our Editor’s Favorite free collection, McLemore’s Dadgum Good Sides, from cookbook author and turkey-frying expert, John McLemore, she said.
John shares his five favorite sides and desserts from his DADGUM, That’s Good! cookbook.
Chantal Tode is associate editor on Mobile Marketer, New York