In July, popular video app Socialcam teamed with The Washington Post as its first API partner to create an Olympics-related microsite called London Eyes on the newspaper's Web site. Today, the company officially opened up its API (application programming interface) widely for third parties to integrate Socialcam into their Web sites or brand platforms. The API allows sites to surface Socialcam videos related to particular events or promotions and uploaded by app users. As part of the API launch, Socialcam has again partnered with The Washington Post to showcase relevant videos from the Republican and Democratic conventions. The Socialcam app has more than 10 million downloads to date.