Nestle Uses Photo App

In Mobile Marketer: A cute use of photo-taking in a smartphone to build brands.  A simple but a potentially useful idea.  Will it usefully engage?   Who will download it without real value?   Have the motivations been mapped.  " ... Nestlé is tapping into the hot mobile photo-sharing market with an application for Nesquik that makes the photo upload process more interactive. .... The chocolate milk brand has rolled out a new app called Bunny-fier that uses a device’s built-in camera to let consumers upload and share photos. The brand has a significant opportunity to hook consumers, but may find it challenging to persuade consumers to download it without additional features.... "