Posted: April 14, 2015, 10:56 p.m.
by Kaitlin Goins.
Yet again, the Kardashian name is in the news, but not exactly for sex scandals, unexpected pregnancies or nasty divorces. Kim Kardashian’s mobile game app “Kim Kardashian: Hollywood” was named Hottest Mobile Game in Adweek’s annual Hot List. While I do not agree with the Kardashians on many subjects and find their show and personalities quite, well, revolting . . . I have to respect Kim and her empire — especially the strategies she has taken to market this recent endeavor.
Adweek featured the celebrity-turned-tech-star in an article. As I scrolled through my Twitter feed on Monday, March 2, countless followers had retweeted the article, followers I wouldn’t expect to pay attention to the Kardashians. So, intrigued, I clicked on the link. Her business intuition is surprisingly fantastic, even if she attributes some successes to coincidences.
For example, Kardashian’s mobile game was launched on a day she was traveling to Mexico. When she posted pictures on Instagram, everyone who was playing along was tweeting and commenting, “‘I just updated my game, and I’m in Mexico with you.’ They would literally get a bikini like the one I had Instagrammed in a photo,” she said.
The app is updated constantly with her daily outfits and vacations. Even if the strategy was developed by coincidence, she noticed people were talking about it and took advantage of the situation for the future.
Beyond that, Kim Kardashian realized the importance of communication in her business. Unlike many of her celebrity counterparts, most of the Kardashian brands stay intact.
“We realized that it worked so well because we are in such good communication — myself and the Glu team — to make updates in real time,” Kardashian explained.
Her strategy is working, too. With four million active daily users and profits more than $700,000 per day, I’d say the app is worth planning an outfit a few days in advance. Other celebrities are actually taking notice of this business venture. Adweek reports that Katy Perry may be releasing a similar app soon.
So, if you’re ignoring Kim Kardashian because of her less-than-reputable past, maybe it’s time to forgive and forget and see what she has in her Versace briefcase. As much as I hate to admit it, Kim Kardashian is a genius when it comes to brand management.