The panelists highlight the two basic schools of app creation: utility or fun and entertainment. Kraft's ifood app would clearly be on the utility side while Coca-Cola's Spin the Bottle app and
Zippo's Lighter app would be purely novelty and entertainment apps. Right? While the Zippo app has become something of a cultural phenomenon at concerts, Brent Tyler, Promotions Manager at Zipp,
explained there's also a practical, test marketing aspect to the app. Depending on which different designs or "skins" for a virtual lighter turn out to be most downloaded the company could then create
actual lighters with the most popular skins. "We're using the app as research platform," he said.