/in-app-events

name: in-app-events
description: Generates In-App Event metadata templates for App Store Connect — event names, descriptions, badge types, image specs, and deep link configuration. Use when creating events for App Store visibility, engagement campaigns, or seasonal promotions.
allowed-tools: [Read, Write, Edit, Glob, Grep, AskUserQuestion, WebSearch]
last_verified: 2026-07-16
review_by: 2027-06-22

In-App Events Generator

Generate complete In-App Event metadata ready for App Store Connect upload, including event cards, descriptions, deep link configuration, and promotional image specifications.

When This Skill Activates

Use this skill when the user:

• Asks to "create in-app events" or "add App Store events"
• Mentions "event cards" or "App Store event metadata"
• Wants to create seasonal campaigns or challenges on the App Store
• Asks about "event badges" or "event promotion"
• Mentions driving engagement through App Store events

How In-App Events Work

In-App Events appear on:

• Your product page (up to 5 events visible)
• Search results (when relevant to search term)
• Editorial features and collections
• Personalized recommendations

Events are visible to ALL users — including people who haven't downloaded your app. This makes them a powerful discovery and re-engagement tool. Users who opt in also get an App Store notification when the event starts.

Rules & Limits (per Apple)

| Rule | Value | |------|-------| | Event duration | 15 minutes to 31 days | | Publish ahead of start | Up to 14 days early — the card shows the start time | | Concurrent limits | 10 approved / 5 published simultaneously across storefronts — ASC blocks submission beyond either | | Per-country schedules | Custom start/end per country, within ±48 hours of the default schedule | | Review time | ~24 hours typical | | Past-event URL | Stays live for 30 days after the event ends | | Card media | One image, or a looping video ≤30 seconds | | Submission conflict | Marketing role can't submit an event while an app version is in submission | | Analytics | Event analytics appear only after ≥5 downloads from the event |

Configuration Questions

Ask user via AskUserQuestion:

1. **Event type**

• Challenge (skill-based competition or goal)
• Competition (leaderboard or ranked event)
• Live Event (real-time participation)
• Special Event (limited-time content or feature)
• Major Update (significant new version)
• New Season (seasonal content refresh)
• Premiere (first-time content debut)

2. **Event purpose**

• Drive new downloads (acquisition)
• Re-engage lapsed users (re-engagement)
• Increase active user engagement (retention)
• Promote new content/feature (awareness)

3. **Number of events to create**

• Single event
• Event series (3-5 related events)
• Seasonal calendar (12-month plan)

Generation Process

Step 1: Gather Event Details

For each event, collect:

• Event concept and theme
• Start and end dates
• Target audience (new users, existing users, lapsed users)
• Related app feature or content

Step 2: Generate Metadata

For each event, produce: 1. **Event Reference Name** (64 characters max, internal, not shown to users) 2. **Event Badge** (one of the 7 badge types) 3. **Event Name** (30 characters max, shown on event card) 4. **Short Description** (50 characters max, shown on event card) 5. **Long Description** (120 characters max, shown on event detail page) 6. **Event Media Specs** (image/video requirements) 7. **Deep Link** (where users land when they tap the event)

Step 3: Generate Image Specs

Provide exact image specifications for event cards:

• **Event Card Image**: 1080 x 1920 pixels (portrait) or 1920 x 1080 (landscape)
• **Format**: PNG or JPEG
• **Safe zones**: Keep critical content within center 80%
• **No text or logos in card art** (per Apple) — the card already renders your event name and app name over it; preview the image for cropping across placements

Step 4: Produce Output Document

Write a markdown document with all metadata ready for copy/paste into App Store Connect.

Event Badge Reference

| Badge | Use For | Examples | |-------|---------|---------| | **Challenge** | Goal-based activities users can complete | "30-Day Fitness Challenge", "Photography Week" | | **Competition** | Ranked or scored events against other users | "Weekly Leaderboard", "Speed Run Contest" | | **Live Event** | Real-time events at a specific time | "Live Q&A with Creator", "Launch Party" | | **Special Event** | Limited-time features, offers, or content | "Holiday Collection", "Anniversary Sale" | | **Major Update** | Significant new app version | "Version 3.0 — Complete Redesign" | | **New Season** | Seasonal content refreshes | "Winter Season", "Chapter 3" | | **Premiere** | First-time content or feature debut | "Introducing Dark Mode", "New Game Mode" |

**The badge-fit rule** (per Apple): if none of the badges fits what you're promoting, it shouldn't be an event. Two badges Apple polices closely — **Live Event** must introduce new features, content, or goods (not just "we're streaming"), and **Major Update** must exceed UI tweaks and bug fixes.

Announced Badge Types

> Status: announced (WWDC26) — verify availability in App Store Connect before executing.

| Badge | Use For | Examples | |-------|---------|---------| | **Now On Sale** | Limited-time price drops on the app or IAPs | "Pro Unlock 50% Off — This Week" | | **Try Before You Buy** | Free-trial or demo-access promotions | "7-Day Free Trial Event" |

Metadata Best Practices

Event Name (30 chars)

• **DO**: Name the event like a title, in Title Case ("Summer Photo Week", "Championship Finals")
• **DO**: Include time urgency ("This Week Only", "24-Hour Event")
• **DON'T**: Use generic names ("Special Event", "Update")
• **DON'T**: Style the name as a call to action ("Watch the Live Stream") or use ALL CAPS — App Review flags both (per Apple's Tech Talk)
• *