MOBILE MARKETING NEWS: Arjowiggins launches iPhone app to appeal to creatives

Arjowiggins Creative Papers has launched an iPhone game to promote its range Curious Collection of papers.

The app is designed to stimulate designers' creative talents with a game that allows designers to play with ink droplets on paper using new interactive paint tools.

Centred on the 'Curious Story', users are taken on a girl's journey through different colourful worlds into imagery by French fashion photographer Gregoire Alexandre, peeling back the scenery to access the application's central menu.

The game element of the application invites users to select a paper from the catalogue of the Curious Collection, including a range of colours and textures. Different shades of ink are chosen from a palette and then, when the iPhone screen is tilted, the ink is dropped onto the paper manipulated by tilting the screen again. The texture and feel of the chosen paper impacts how the virtual ink moves on the screen, with the ink moving at different speeds depending on the paper's texture, creating individual pieces of work. Once the images have been created they can then be shared with friends via email.

By 'flipping' the images in the application, users will also be given access to the range's full specifications.

Gilles Pelissier, marketing director at Arjowiggins Creative Papers, comments: "In developing this application we wanted to create a new way to showcase the range and engage with designers. The Curious Collection is at the cutting edge of the creative papers market and the new iPhone application acts as a great on-the-go resource for designers who are looking for inspiration as well as ways to create and share their work. This type of innovation is key in order to continue moving forward the creativity of our papers while inspiring and challenging designers with new trends in paper and board."