This is what we like to call "PUSH" promotion. You add passes to your app, and that entices customers to download the app, in order to get the passes.
We believe there's an even better opportunity for app developers to use what we call "PULL" promotion. In this case, you distribute Passbook passes agressively by themselves via the web. (For example, distribute coupons via our service.)
Then put your app download link on the top of those passes you are distributing. People download your app becuase they like your pass and want more of whatever you've offering. See our prior post...people like this approach.
We also call this the "sampler taste" strategy. You know how food companies give out free sample tastes of sausage, or yogurt, or whatever, hoping you'll like the product and buy a full portion? Mobile app developers can do the same thing.
Provide a pass with some small portion of the features you offer in your app. If you're a retailer and your mobile apps (Android, iOS, or mobile web) offer discounts and sale information, then create a pass that provides a small sample of those same same discounts, and sales.
Distribute that pass agressively. You'll get a much larger uptake because people are more likely to download passes on a whim (it only takes 10 seconds vs. several minutes to download apps).
Make sure to use the same graphics as you have in your mobile app! Make sure to have that upgrade path showing!
Of course, our Passjoy Engine can make this all happen for you easily.