“There’s an app for that” is Apple’s catch phrase to promote the literally thousands of applications that can be downloaded to an iPhone. Whether you want to check the weather or traffic, bide time playing a game, or study a new language, there is likely a free or paid application that you can access. While Apple may be best known for mobile apps, BlackBerry, Android and other devices also have a huge range of apps available in their stores, as well as in those operated by mobile service providers. With smartphones expected to overtake feature phones in the U.S. by 2011, the popularity of mobile apps will only grow. To get a better sense of what’s popular and what’s not now, Nielsen recently launched its ‘App Playbook,’ surveying more than 4,200 people who had downloaded an application in the past 30 days.

Prize - something the consumer receives if declared the winner (trips, merchandise, things with monetary value, things with intrinsic value.)

Chance - anything that is beyond the control of the participant (random drawing, instant win.)

Consideration - any cost associated with winning (purchasing a product, costs to participate such as text message fees, completing surveys, visiting retail establishments, telling friends, downloading files, etc.)

A lottery, which is prohibited by criminal law, combines all three of the above elements. A sweepstakes has prize and chance, but no consideration. A contest involves prize and consideration, but no chance.

Advantages of Sweepstakes, Games and Contests

• Reinforce brand image.
• Create excitement and attention.
• May encourage purchase.

Disadvantages of Sweepstakes, Games and Contests

• Can cause consumer saturation.
• May not produce measurable incremental sales.
• Can be skewed by professional entrants.
• May have high judging costs.

Source: PMA