rshankras/in-app-events

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)
• DON'T: Repeat the badge type in the name — the badge already says it
• DON'T: Include app name (it's already shown)

Short Description (50 chars)

• DO: Explain the core value or action
• DO: Create urgency or excitement
• DON'T: Repeat the event name
• DON'T: Use marketing fluff

Long Description (120 chars)

• DO: Provide specific details about what users will experience
• DO: Include clear call to action
• DON'T: List features — describe the experience

App Review Rules (Guidelines 2.3.13 + 2.3.8)

• Metadata must be suitable for a 4+ audience in every region the event runs
• No unverifiable claims ("best", "#1") and no specific prices — prices vary by region
• Don't repeat the badge type in the name or description
• Declare accurately whether the event requires an IAP or subscription — it's shown on the card, and an inaccurate declaration stalls review

Purpose & Priority

• Purpose (Attract New Users / Keep Active Users Informed / Bring Back Lapsed Users) feeds the App Store's on-device personalized recommendations — pick honestly; it determines who sees the card
• High priority only reorders YOUR events relative to each other — it has no effect on search rank against other apps

Deep Link (required)

• Prefer a universal link over a custom URL scheme; no shorteners or redirects — review rejects them
• Route by state: event live → straight to the event; before start → an anticipation screen; new user → onboarding first, then the event
• Test by pasting the link into Notes and tapping it

Output Format

Single Event Template

# In-App Event: [Event Concept]

## App Store Connect Metadata

| Field | Value |
|-------|-------|
| Reference Name | [internal-name-kebab-case] |
| Badge | [Badge Type] |
| Event Name | [30 chars max] |
| Short Description | [50 chars max] |
| Long Description | [120 chars max] |
| Start Date | [YYYY-MM-DD HH:MM timezone] |
| End Date | [YYYY-MM-DD HH:MM timezone] |
| Event Purpose | [Attract New Users / Keep Active Users Informed / Bring Back Lapsed Users] |
| Event Priority | [Normal / High] |
| Deep Link | [yourapp://event/event-id] |

## Event Card Image

| Spec | Value |
|------|-------|
| Size | 1080 x 1920 px (portrait) |
| Format | PNG, no transparency |
| Safe Zone | Center 80% for critical content |
| Background | [Color/gradient suggestion] |
| Content | [Visual description] |
| Text/Logos | None — event name renders over the art; preview for cropping |

## Deep Link Configuration

- URL Scheme: `yourapp://event/[event-id]`
- Universal Link: `https://yourapp.com/event/[event-id]`
- Fallback: App Store product page

## Localization Notes

- [Language]: [Localized event name and descriptions]

Event Series Template

# Event Series: [Series Name]

## Series Overview
[Brief description of the series theme and cadence]

## Events

### Event 1: [Name]
[Same fields as single event template]

### Event 2: [Name]
[Same fields as single event template]

### Event 3: [Name]
[Same fields as single event template]

## Series Strategy
- **Cadence**: [Weekly / Biweekly / Monthly]
- **Escalation**: [How events build on each other]
- **Retention hook**: [What brings users back for the next event]

Annual Calendar Template

# Annual Event Calendar: [App Name]

| Month | Event | Badge | Duration | Goal |
|-------|-------|-------|----------|------|
| Jan | [Event name] | [Badge] | [X days] | [Goal] |
| Feb | [Event name] | [Badge] | [X days] | [Goal] |
| ... | ... | ... | ... | ... |

## Seasonal Themes
- **Q1 (Jan-Mar)**: [Theme — e.g., New Year motivation]
- **Q2 (Apr-Jun)**: [Theme — e.g., Spring refresh, WWDC tie-in]
- **Q3 (Jul-Sep)**: [Theme — e.g., Summer activities, back to school]
- **Q4 (Oct-Dec)**: [Theme — e.g., Halloween, holiday season]

References

• Related: app-store/marketing-strategy — Strategic event planning by app type
• Related: generators/custom-product-pages — Pair events with targeted product pages
• Related: app-store/app-description-writer — Event description writing style
• Apple: App Store Connect Help > In-App Events