“They directly mention the app but it's part of a storyline rather than saying 'Hey go download this thing.' The CTA is: I had the guests use the POV app — so it's part of a story rather than a direct push.”

Embed the app inside a real storyline — the CTA is the natural conclusion, not a sales pitch

The POV app's wedding-slideshow content is a masterclass: five controversial wedding rules builds curiosity, 'no photos' rule creates the setup, then the resolution is 'I had guests use the POV disposable-camera app.' The install mention feels like the punchline of a story, not an ad. This storyline-embedding technique keeps completion rates high and removes the sales-pitch smell.