Since its launch On September 30, OpenAI’s Sora app dominated the iOS App Retailer charts, because of its simple, breezy AI video technology and an initially free interpretation of copyright legal guidelines. On Friday, his reign got here to an finish. Your new champion is… Dave’s Scorching Hen.
Sure! Not ChatGPT, Gemini, Threads or any of the opposite common suspects. Dave’s Scorching Hen now dominates the App Retailer, the place its floppy-beaked, bug-eyed mascot icon expresses applicable shock at its rise. How did this occur? How did this break OpenAI’s TikTok golem dominance? With one thing folks love much more than nice language fashions: free meals.
“They’re working a free sliders promotion in celebration of Drake’s birthday,” says Adam Blacker, director of public relations at app analytics agency Apptopia. “Free meals all the time will get the downloads flowing.”
For those who’re questioning what Drake has to do with all this, he invested within the quick informal restaurant chain in 2021 and sure cashed in when the corporate offered a majority stake to non-public fairness agency Roark Capital for a reported US$1 billion. For the third yr in a row, the corporate gave away one (1) free slider to anybody who downloaded the app in honor of Drake’s birthday. (The rapper and Raptors fan turns 39 at the moment; the draw was Thursday.)
“We’re celebrating a star who’s widespread and at present related, and we’re additionally placing meals in folks’s mouths,” says Leon Davoyan, chief know-how officer at Dave’s Scorching Hen.
And there actually are lots of people. In a typical week, Davoyan says, Dave’s receives between 20,000 and 25,000 new signups to its loyalty database. On Thursday alone, the promotion generated 343,531 new accounts – a greater than 10% improve within the model’s complete variety of members in a single day, in response to the CTO.
It was sufficient to knock Sora out of the highest spot for the primary time since October 3, a powerful stretch for an app that is nonetheless invite-only. Within the first 23 days since its launch, Sora has racked up 3.2 million iOS downloads within the US, in response to app analytics agency Sensor Tower. That is a a lot quicker tempo than ChatGPT, which, whereas equally viral, achieved 2.3 million downloads within the US on the similar time. (Sora is not but obtainable on the Google Play Retailer, nevertheless it’s coming.) OpenAI declined to remark.
Though Sora will possible reclaim the highest spot after Drake’s promotion ends, Dave’s Scorching Hen ought to proceed to reap the advantages of its providing. Final yr, in response to Sensor Tower, app downloads within the 4 weeks following the identical advertising and marketing push have been greater than 50% greater than the earlier month. All these free sandwiches are well worth the long-term features.
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