LongHorn Steakhouse is taking its new “Discover the West in You” campaign into the digital age with the launch of its first-ever Apple iPhone stereoscopic 3D application. It is also the first iPhone app for the casual dining industry, and one of the first to employ stereoscopic 3D. LongHorn’s AOR, Grey New York designed and executed the app.
Grey NY launched the TV ad campaign for LongHorn in March, using animated illustrations to link the brand to the values of the American West. It was the first LongHorn advertising to break from Grey following an agency change a year ago.
The iPhone app (also available for iPod Touch) features a steak that can be flipped up to four times, and with the aid of 3-D glasses, in 3-dimension and stereoscope. It is available free on Apple iTunes http://www.apple.com/iphone/apps-for-everything/going-out.html, home to 25,000 apps currently and growing at the rate of 5,000 a month.
According to Sean Crane, Creative Director at Grey NY, mobile apps are the next big platform for connecting with consumers. “It gives you a direct connection to consumers, putting your logo in their pockets, and connecting to their lives,” he said. “Every time app users look at their phones, whether or not they use our app on a regular basis, they see the LongHorn Steakhouse logo. And the fun of 3-D makes it more likely they will use the app more often.”