Mullen’s mediahub has just added to the seemingly insane number of mobile apps with the launch of “Expedition Timberland,” a branded app for the iPhone/iTouch (went live on 9/10) and for the Blackberry Curve, Storm, Bold and Pearl  (goes live on 9/21). We got into the branded mobile app game with eyes wide open. We know that:

• There are more than 100,000 mobile apps currently in circulation
• <1% have long-term usage
• Only approximately 20% of consumers go back to an app after an initial download and usage

Sounds like a lot of trees falling in the forest with no one listening. Well, Timberland is all about sustainability so we tried to give them an app that will last.

While other outdoor brands have dabbled in the app space, we built something that connects casual city-dwelling lifestyles with a passion for the outdoors. “Expedition Timberland” (developed with Ansible) has city guides for hiking, biking, secret spots for relaxing and the best city views. There’s a game called “Timber Trail;” a music component; a gear section; a WAP site with a full product catalog, click-to-call functionality and store locators.

So we built a cool app. That’s not enough. Did I mention there are 66,000 apps out there? Just because you build it, doesn’t mean they will come. Loyalty in mobile is extremely fleeting. If you’re going to do it, you have to build a compelling and engaging experience. You have to give the consumer a voice in shaping the experience. And, most importantly, you have to promote it. To that end, Timberland is putting significant money into mobile media support including ads on Quattro and Jump-Tap, as well as in-store point-of-purchase advertising, dedicated email, direct mail and support on timberland.com.

The customized app is launching in six cities – NYC, LA, Chicago, Boston, Minneapolis and Denver. We’re letting people vote on which cities it rolls into next.

And how will we measure success? Downloads, time spent with the application, unique and repeat users, use over time, measurement of mobile media (CTRs etc), AppStore ratings, and click to call usages (sales). We’ll be using Pinch Media for iPhone analytics.

We’re hoping to crack the code on breakthrough branded apps. Please download it and tell us what you think.