Pregnancy iPhone App Campaign Makes Dads-To-Be Pregnant

Nutricia faced an important question when it came to marketing their new pregnancy iPhone app—how could they get the average father-to-be interested in something as girly and feminine as an app about pregnancy? Their answer? Make the men pregnant!

Belgium baby food brand Nutricia has just launched a new pregnancy iPhone app for couples.  Nutricia Baby Connection lets expectant moms and dads share everything they plan, learn, feel, see and hear during the months they are expecting.  But Nutricia faced an important question when it came to marketing their app—how could they get the average father-to-be interested in something as girly and feminine as an app about pregnancy?  Their answer?  Make the men pregnant!

Nutricia decided to promote their app to expectant fathers with ‘The Instant Pregnancy Experience’.  They went to places where they knew expectant fathers were likely to be—shopping malls, boutiques and baby shops—and hooked them up to the ‘Nutricia Empathy Suit’, complete with a water pump for sudden weight gain, air compressors to restrict movement, a random kick function and remote controlled heating, for added discomfort.  Using the Empathy Suit they showed dads to be just how hard it is to be pregnant.

Baby Connection is available for free in the iTunes store.  According to the description, the app is a great way to create a diary of your pregnancy through photos, films, notes and sounds.  What makes it really cool is that it’s got a setting for moms and a setting for dads, and when moms and dads put their phones next to each other they sync to create a giant screen where they can view their pregnancy timeline, with all their photos, videos and notes, together.  The app lets mom and dad count down to the birth together and even gives dad advice on how to deal with his pregnant wife.  Unfortunately, it looks like the app is not available in English this time but who knows…maybe they’ll add English by the time you are expecting (if you’re thinking about it).

According to the video, Nutricia hoped that understanding first-hand what it’s like to be pregnant would make it more likely for fathers to be to download the app and support their wives during the pregnancy.  I wonder if watching this video of the campaign will have the same effect on men.  Let us know what you think in the comments.

Megan O’Neill is the resident web video enthusiast here at Social Times.  Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.