Zippo concert lighter iPhone app has become most popular branded download

You never know what people are going to go for. A free application from Zippo that displays a lighter on the screen has hit no. 18 on the global download charts for iPhone (according to comScore). Launched last year, the app has reached 5 million downloads - apparently making it the most popular branded application of all time. But with Zippo announcing plans that it will be launching a premium version of the app that you’ll have to pay for, I can’t help but feel they’ve kind of missed the point.

First of all, the app:

Right. The app, developed by Moderati, is very simple. You download Virtual Zippo Lighter, it puts a zippo on your screen. You can open the zippo by touching the screen, or by flicking your iPhone. You can light it by dragging a finger across the flint wheel. Then when you wave it around, the flame flickers. Zippo claims its very popular during “power ballads” at concerts. I can see that - I’ve been known to wave my phone around at gigs myself.

If you want to see the app in action, here’s a video:

To capitalise on the unexpected popularity of this app, Zippo intends to launch a premium version for $.99 that will allow users further customisation options.

From the release:

Pat Grandy, Marketing Communications Manager at Zippo: “If you were to tell us how popular the Virtual Zippo app would be twelve months ago, we would have told you that you flipped your lighter lid, but the results speak for themselves.”

Moderati CEO Jon Vlassopulos: “It’s amazing to go to a concert anywhere in the U.S. and see Zippo lighters – both real and virtual - waving from the crowd”

What we think?

Ok, so you’ve launched your app and it has done very well. Now what? You want to make money from it. That’s fine, but I really feel that Zippo are going the wrong way about it. What they’ve done here is pay money for exposure - and at 5 million downloads they have gotten some damn good exposure for what was probably a comparatively tiny investment. But releasing a premium version of this app is a complete waste of time. It’s not as essential app. It’s not even a useful app - the only reason it would ever get downloaded is because it’s free. It is pure disposable fun. Why would anyone want to pay money to customise a lighter they only use at a dark gig? They’d never get to see the thing!