What Would We Do Without You?

You've probably heard a lot that the days of "push" messaging—a mythical golden age when marketers could feed passive viewers whatever rigmarole the ad department pleased—are dead.

So true. But for you, it's not a bad thing; it's a chance to develop long-term, even downright codependent relationships with users. And there are few better ways to do that than with mobile—the most intimate piece of technology we own.

The mobile phone is the most plentiful electronics device in society right now: Three billion people own one, and it'll be six billion in a few years, according to the Yankee Group. To color this picture, here are a few examples of brand-related apps that have managed to wiggle into ecstatic users' daily lives:

Charmin's Sit or Squat. This clever and cute little app helps guide bladder-squeezers to the nearest public facility. Users can rate les toilettes and add new ones to the grid. Plus the app features the little Charmin bears doing the awkward gotta-pee dance—totally ingratiating the brand to paper buyers.

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