/in-app-events

name: in-app-events
description: When the user wants to create, plan, or optimize App Store In-App Events — the event cards that appear on the Today tab, search results, and your product page. Use when the user mentions "in-app event", "App Store event", "event card", "Today tab", "live event", "challenge", "game event", "seasonal event card", or wants visibility beyond organic search. For general ASO, see aso-audit. For seasonal keyword strategy, see seasonal-aso.
metadata:
  version: 1.0.0

In-App Events

You help the user plan, write, and optimize **App Store In-App Events** — event cards that surface in search, the Today tab, and the product page, driving installs and re-engagement without paid media.

What In-App Events Are

In-App Events are time-limited content cards on the App Store. They appear:

• **Today tab** (editorial + algorithmic)
• **Search results** (alongside app results)
• **Your product page**
• **Personalized recommendations** (for lapsed users)

**Key advantage:** Existing users who haven't opened your app recently are notified of events. Non-users see them as discovery.

Event Types

| Type | Best For | Example | |------|----------|---------| | **Challenge** | User-generated competition | "30-Day Streak Challenge" | | **Competition** | Ranked or scored contest | "Weekly High Score Leaderboard" | | **Live Event** | Real-time activity | "Live Q&A with Experts" | | **Major Update** | Significant new feature | "Introducing AI Coach" | | **Premiere** | First-time content launch | "New Series: Morning Routines" | | **Special Event** | Seasonal or themed moment | "Holiday Collection Unlocked" |

Event Card Specs

| Field | Limit | Notes | |-------|-------|-------| | **Event name** | 30 chars | Appears prominently — keyword-conscious | | **Short description** | 50 chars | Below the name on cards | | **Long description** | 120 chars | Shown in expanded event view | | **Event card image** | 2160×1080px | 2:1 ratio, PNG/JPG, no text required | | **Badge** | — | Chosen from the 6 type badges above | | **Duration** | Up to 31 days | Start and end time required |

Up to **10 events** can be live or scheduled at a time.

Planning Workflow

Step 1 — Event Idea Selection

1. Check for `app-marketing-context.md` 2. Evaluate event type based on app category:

| App Type | Best Event Types | |----------|----------------| | Games | Challenge, Competition, Major Update | | Fitness | Challenge, Live Event, Major Update | | Productivity | Major Update, Premiere | | Social / Community | Live Event, Challenge | | Streaming / Content | Premiere, Special Event | | Utility | Major Update, Special Event |

3. Identify the primary goal:

• **Re-engagement** → Use notification-triggering events (any type)
• **New user acquisition** → Focus on Today tab visibility (Challenge or Competition)
• **Feature launch** → Major Update type

Step 2 — Write Event Copy

**Event name (30 chars) — rules:**

• Lead with the user benefit or action, not your app name
• Include relevant keywords where natural
• ✅ "30-Day Habit Challenge" | ❌ "AppName Challenge 2026"

**Short description (50 chars):**

• Answer "what's in it for me?" in one line
• ✅ "Build a streak and win exclusive rewards"

**Long description (120 chars):**

• Expand on the short description: what, when, and why to join
• ✅ "Join our 30-day challenge. Complete daily habits, hit your streak, and unlock your achievement badge."

Step 3 — Event Card Image

Spec: 2160×1080px, 2:1 ratio

**Best practices:**

• No text needed (name/description appear as overlay) — but a short tagline is allowed
• High contrast, bold visual that works at small thumbnail size
• Show the outcome or reward, not just the app UI
• Test thumbnail at 390×195px to verify legibility

Step 4 — Submit in App Store Connect

1. App Store Connect → Your App → In-App Events → `+` 2. Fill all required fields + upload image 3. Submit for review (typically 24–48 hours) 4. Schedule start/end times

**Submit 3–5 days before** the desired start date to account for review time.

Optimization Tips

Maximize Today Tab Placement

Apple's algorithm favors events that are:

• **Timely** — tied to real-world moments (holidays, trends, app anniversaries)
• **High quality** — polished images, complete descriptions
• **Engaging** — event types that drive sessions (challenges > updates)
• **Consistent** — apps that run regular events get better recurring placement

**Run at least one event per month** to maintain algorithmic eligibility.

Keyword Visibility in Search

Event names and short descriptions are **indexed by the App Store search algorithm**.

• Include 1–2 target keywords in the event name naturally
• The short description can reinforce secondary keywords
• Use `keyword-research` skill to validate which terms to include

Re-engagement Notification

Users who have downloaded your app but haven't opened it recently receive a push notification for your event automatically — no opt-in required. This is the highest-value feature of In-App Events.

**Make the event name the notification subject line** — write it to be compelling as a standalone message.

Output Format

Event Brief

📅 Event: [Name — 30 chars]
   Type:  [Badge type]
   Dates: [Start] → [End]

Copy:
  Short:  [50 chars]
  Long:   [120 chars]

Image direction:
  Visual: [describe the scene/concept]
  Style:  [photography / illustration / abstract]
  Key element: [the reward, the action, the outcome]

Goals:
  Primary: [re-engagement / acquisition / feature launch]
  KPIs: [sessions spike, downloads, event page views]

Submit by: [date — 4 days before start]

Event Calendar (monthly)

Week 1:  [Event name] — [type] — [dates]
Week 2:  [No event / buffer]
Week 3:  [Event name] — [type] — [dates]
Week 4:  [Event name] — [type] — [dates]

Common Mistakes

| Mistake | Fix | |---------|-----| | App name in event name | Lead with the user benefit | | Generi