Apple has introduced an easy to remember short URL for the App Store links. These were introduced in Super Bowl Commercial.
“Provide a simple way for users to find your apps with easy-to-remember App Store Short Links. Using an AppStore.com URL that includes your app or company name, you can create links to a single app or all of your apps. These links are accessible worldwide and will automatically direct users to their country’s respective App Store or Mac App Store.”
This vanity URL was made public when the Super Bowl commercial for the Star Trek: Into Darkness commercial In the end of the commercial the movie’s app URL was displayed AppStore.com/StarTrekApp.
This vanity URLs can also be used for offline promotions.
These URLs will be assigned to apps when they are submitted to Apple for review.