What Was Draw Something’s User Acquisition Strategy?
This is a cross-post of my answer to a question posted on Quora:
OMGPOP’s approach to user acquisition for Draw Something was to build a great, simple product with virality and word-of mouth incorporated into the heart of the game, and then use marketing to get its first high ranking in the app store. Their CEO, Dan Porter, likened their first paid acquisition effort to starting a fire: “it was just enough to light the match. The huge fire came after that. We spent a little money the first weekend to climb to number 6. We never spent a penny afterwards.”
Only 5% of Draw Something’s users came from paid advertising– and that advertising only appeared on other apps. (I’m sure they did cross-promote via Facebook as well, as Steve said, but Mr. Porter must not have considered that advertising.) Dan Porter confirmed this with a quote: “The only place to advertise an app is in another app,” Porter said, “Nowhere else matters.” OMGPOP also only used minimal PR (though not by choice—the media wasn’t interested in their announcements).
A chart of Draw Something’s first month, courtesy Business Insider: