Although the television show has been a huge hit since its debut in 2001--and the use of phone voting is an important part of its appeal to audiences--this is the first mobile game developed for the franchise.

"This is really the first cross-carrier and first significant mobile game we've done," David Luner, senior vice president of interactive and consumer products at Fremantle Media Enterprises, producers of the show and the game, tells Marketing Daily. "The proliferation of gaming on handsets has changed from seven years ago. We have an ability to roll out on multiple handsets and multiple carriers."

The game--which uses likenesses of "American Idol" judges Randy Jackson, Paula Abdul and Simon Cowell, as well as host Ryan Seacrest--launched last week on AT&T's wireless network, and will move to other carriers in the coming weeks. (AT&T is a major sponsor of the television show.) An iPhone application is also in the works.

The story-based game puts users in the role of an "American Idol" contestant, moving from several stages--from audition to show finales by matching notes via the phone's keypad--with criticism from the judges and "selection" by an audience based on scores and other characteristics. To make the game seem more realistic, Coca-Cola and AT&T make appearances in the game. (AT&T's participation will not be featured on competitors' platforms, Luner says.)

"The acceptance of advertisers to put themselves in non-trad media has changed over the past few years," Luner says. "For Coke it's natural, because they're already used in the show. It doesn't look strange--it's exactly what the user would expect."

The game will be promoted through various online and interactive programs. It will be featured prominently on the "American Idol" Web site and through email newsletters and blasts to registered fans. On-air promotion, however, is unlikely--considering the deals the company has already struck with sponsors AT&T, Ford and Coca-Cola, Luner says.

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