in-app-events

In-App Events

Use this for App Store In-App Event strategy, metadata, media direction, localization, validation, and ASO.dev draft filling.

MCP workflow

1. Use app-store-connect-mcp.
2. Read active event with get_app_event_data.
3. Read project context when positioning or tone matters.
4. Use seasonal-calendar when the event is tied to public holidays, cultural moments, or monthly campaign planning.
5. Identify event goal, badge/type, audience, territories, dates, and localization scope.
6. Draft event fields, locale copy, and media direction.
7. Validate with validate_ai_companion_data target appEvent.
8. If asked to apply, fill with fill_app_event.

What events do

In-App Events are time-limited App Store cards for timely content or activities inside the app. They can appear on the product page, in search, and in editorial/personalized placements across App Store surfaces. They can support acquisition, re-engagement, feature adoption, and seasonal campaigns.

They are strongest when the event is more than ordinary app functionality.

Supported fields

• referenceName
• badge
• priority
• primaryLocale
• purpose
• purchaseRequirement
• deepLink
• localizations: locale -> name, shortDescription, longDescription

Apple constraints

Media specs:

Use JPG/PNG for images and MOV/M4V/MP4 for videos. Keep important visuals readable as a small card thumbnail.

Event badge strategy

By app type:

• Games: Challenge, Competition, New Season, Major Update
• Fitness/wellness: Challenge, Live Event, Major Update
• Productivity/utility: Major Update, Special Event
• Social/community: Live Event, Challenge, Competition
• Streaming/content: Premiere, New Season, Special Event

Improvement checklist

• Event has a real reason to exist: challenge, competition, live event, major update, new season, premiere, or special event.
• Name is specific and timely.
• Short description gives immediate value.
• Long description says what happens, who it is for, and how to participate.
• Purchase/subscription requirement is clear.
• Deep link is preserved unless the user asks to change it.
• Localizations translate intent, not words.
• Event media shows the outcome, reward, content, or activity rather than a generic UI screenshot.

Copy rules

• Event name should lead with the user action, benefit, content, or moment. Avoid leading with the app name unless brand recognition is the point.
• Short description should answer "what is in it for me?"
• Long description should cover what, why, and how to participate.
• Use 1-2 keywords only when natural; do not keyword-stuff event names.
• Write the event name as if it may appear alone in notifications, search, and cards.

Planning workflow

1. Choose primary goal: acquisition, re-engagement, feature launch, content launch, seasonal visibility, or community activation.
2. For seasonal ideas, use ASO.dev's calendar at https://aso.dev/blog/calendar/ or the Google Calendar subscription linked there.
3. Choose badge/type based on the real user activity.
4. Choose dates and submit early enough for review; flag if start date is too close.
5. Draft copy for each locale.
6. Specify card and details media direction.
7. Define KPIs: event impressions, event page views, reminders, notification taps, app opens, downloads, subscriptions, or sales.
8. Build a monthly calendar when the user asks for ongoing strategy.

Output

# In-App Event Brief and Draft

Event:
App:
Primary locale:
Goal:
Badge:
Dates:
Status:

## Current state
| Field | Current | Characters | Issue |
|---|---|---:|---|

## Strategy
- Audience:
- Primary goal:
- Why this is event-worthy:
- KPI:
- Submit/review risk:

## Proposed fields
| Field | Value | Reason |
|---|---|---|

## Localizations
| Locale | Name | Short description | Long description |
|---|---|---|---|

## Media direction
- Event card media:
- Event details media:
- Key visual:
- Thumbnail risk:
- Text on image:

## Event calendar
| Week/date | Event | Badge | Goal | Notes |
|---|---|---|---|---|

## Validation
- Clear event angle:
- Access/cost clear:
- Deep link preserved/tested:
- Character limits:
- Dates within constraints:
- Media specs:
- MCP validation:
- Ready for `fill_app_event`:

Rules

• Do not invent dates, prizes, access terms, or availability.
• Do not claim urgency unless current data supports it.
• If extra payment is required, say it clearly.
• Do not use In-App Events for minor bug fixes, normal evergreen features, or generic promotions with no timely user activity.
• Do not promise Today tab placement or App Store notifications. Treat placement and reminders as opportunities, not guarantees.