Organic Unveils iPad App, Development Group

Organic Tuesday debuted a social media-driven publication for the iPad, the first app released by a new development team at the agency focused on building applications on emerging platforms and testing new technologies.

The group will be led by Todd Drake, Organic vice president of technology, and Chief Creative Officer Conor Brady. As part of the initiative, all Organic employees will given iPads and will serve as test users for the newly introduced BroadFeed app and other iPad apps.

The 99-cent BroadFeed app delivers content shared on Twitter in a newspaper format, complete with headlines, teasers and photos. Here's how it works, according to the App Store description: "You tell the app what sources to follow, either by signing in to your Twitter feed or browsing the built-in directory. Then BroadFeed pulls in and prioritizes the articles and pictures being shared."

What separates BroadFeed from other "social magazine" iPad apps is its Digg-like "social-weighting" system that prioritizes placement of content, based on how much a link is shared.

The idea is to automate the editorial process of figuring out which stories should land on the front page of a newspaper. The app doesn't include ads, but Organic has embedded measurement technologies within BroadFeed to get a better understanding of how consumers are interacting with it. 

"We see a tremendous opportunity to develop holistic mobile and tablet applications that are more engaging for consumers while being measurable and accountable for clients -- an approach that marketers need but has yet to be delivered," stated Organic CEO Marita Scarfi.

Proceeds from the sales of BroadFeed will be donated to charities, including the American Red Cross (www.redcross.org), which is driving disaster relief efforts on behalf of those affected by the Japan earthquake and tsunami.

1 comment about "Organic Unveils iPad App, Development Group".
Check to receive email when comments are posted.
  1. Kirsten Osolind from RE:INVENTION, March 16, 2011 at 10:03 a.m.

    Well-written article, Mark. Organic is breaking new ground on social mobile media measurement. And an ipad for all employees? Great for morale and employee education/training.

Next story loading loading..