ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

American Greetings launches iPhone app with Facebook connection

American Greetings Corp. is giving tech-savvy mobile consumers more ways to stay connected via a new iPhone application.

Launched by, the new application allows users to send high quality ecards directly to Facebook accounts and download a toolbar to their desktop to remind them of important occasions.

"Our strategy is to provide our customers with a compelling means to connect wherever they may be," said Dan Miller, vice president of product management and user experience at, Cleveland, Ohio.

The increase in mobile technology usage means more people are on the go. American Greetings aims to have the iPhone application mold to the lifestyle of its users.

"The app addresses the challenge of consumers who want to connect in a meaningful way, but are constantly on the go," Mr. Miller said. "We want to help consumers connect in a way that best fits their personalities and lifestyles."

Currently the application is free, but only for a limited time until American Greetings decides on a monetization approach. The application will be promoted on and through several marketing campaigns.

American Greetings has been in the card business for over 100 years with the brands: American Greetings, Carlton Cards, Gibson, Recycled Paper Greetings and Papyrus. The company also boasts the largest collection of ecards. The brand also offers digital photo sharing and publishing.

After conquering the Internet, it was only a matter of time before the greeting card giant targeted mobile.

"The iPhone platform has given us the opportunity to reach even more consumers with our depth of innovative products featuring video, photos and other great personalization options," Mr. Miller said.

Using the iPhone application, users can personalize and send ecards to an email address. Users who download the application to their device can select from more than 80 designs for various occasions.

The application is home to popular ecards from the site and newly developed greetings for the iPhone.

Besides animated ecards and postcards, the application has an add-a-photo feature using the built in camera or photos already on the iPhone. There is also a create-a-card offering where users can design their own ecard.

"We will continue to evaluate and expand our mobile offerings as the platform allows us to provide a consistent, reliable user experience," Mr. Miller said.

Reporting done by Jordan Crook.