The lifespan of apps on smartphones is shrinking, as users regularly clean up by sending a bunch of them to the trash. In Argentina, the most app-zapping market, the average lifespan of an app is 30 days. To counter this trend, Wendy’s and its agency VMLY&R came up with a compelling idea. When users start the process of deleting the app, they stumble across a secret menu of special offers. And as the offers were regularly updated, users felt obliged to keep the app. The idea was so effective that deletion rates shrunk by 14%, app usage rose by 138% – and it led to awards at the New York Festivals.