According to the Wall Street Journal, it was the biggest shot in NBA history.   

It was game seven of the 2016 NBA finals. The Cleveland Cavaliers and the Golden State Warriors had won three games each, although at one point the Cavaliers had been down 3-1. The score was tied at 89. The two teams, combined, had missed their last dozen shots. With less than a minute left on the clock, the Cavaliers’ Kyrie Irving was desperately staring down the Golden State Warriors’ Stephen Curry, trying to get past him. With no warning and no room, Kyrie shot 25 feet to land a three pointer.

Now say you’re a digital media marketer wanting to convey the excitement of this moment in a push notification. In the days before iOS 10, your message might have looked a little something like this:

For 140 characters, it’s not horrible. Still, it doesn’t quite capture the moment, does it?

Step in iOS 10

With the introduction of iOS 10, push notifications got a complete revamp with the introduction of new “rich messaging” features. With rich messaging, marketers can incorporate videos, interactive elements, and images into their messages.

Now let’s revisit that hypothetical. Let’s try to imagine illustrating a game-winning three-point shot to win an NBA finals in 140 characters, but with the addition of a rich message:

First, the user will receive a push notification, as they always do. But we can make sure a thumbnail of the content — in the form of a gif, an image, a video, or an audio file– appears in the lower right-hand corner of the message.

Now, when the user either pushes and holds (this feature debuted on the iPhone 7), or swipes down on the notification, they will be shown a larger version of the content displayed as a thumbnail. Gifs will begin playing automatically. Videos and audio clips will start after the user taps on them.  

Talk about a game changer:

This is only one example of a rich message type, below include all three examples:

Not convinced? Let’s take it one step further


  1.  Spotify without rich notifications and no deep-linking

Have you ever received a message that looks something like this?

And then upon tapping on it, you end up being dumped on the home screen:

Where did the song go?! You tapped that specific notification because it introduced a specific song, but instead you get sent to the home screen where you now have to go searching!


  1. Spotify with rich notifications and good deep-linking

With the addition of deep linking to rich messaging, sending push just got significantly more powerful. When sending a push, you can now drive your user to the exact location where the push will provide the most value, driving higher engagement, and more importantly, higher conversions.

Understanding the power of rich push messaging is just 1 piece in mastering your mobile marketing strategy. Check in soon to see what role rich in-app messaging can play in your future!

Want to learn more about how Carnival can help you optimize your app through Rich Messaging? Contact us here for a demo.

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