• by Laurie Sullivan  @lauriesullivan, March 10, 2009

Zumobi will release an "American Idol" iPhone and iPod touch application today that allows fans to keep in tune with the latest news and videos about their favorite contestants on the show.

The American Idol Season 8 Exclusive application offers three modules. The "video" section highlights each idol's life with custom clips, "idols" contain background information and bios, and "buzz" offers news and blog posts to follow the show weekly.

While the Idol app will launch without a sponsor, Zumobi has plans to integrate the feature into future releases. But rather than logos and banner ads, the app will integrate sponsors into the experience, according to Zumobi CEO Ken Willner. "We will use a technology called Brandframe that acts like a frame to lets consumer brands highlight specific content that follows the user through the application," he said.

Clicking on the link-framed object takes the consumer to another site to view podcasts, video or other types of sponsored media connected with "American Idol."

Seattle-based Zumobi built the American Idol Season 8 Exclusive application in partnership with FremantleMedia, producer of "American Idol"; 19 Entertainment, the Idol management company; and Fox.

The company relied on "a significant amount" of its intellectual property, Willner said. For instance, the application offers a feature that enables users to configure and move around idols to align them on the screen in the order they think the contestant will finish in the competition.

Despite the success that iPhone applications have experienced, finding the perfect one among the thousands that are now available creates challenges. As of Monday, Apple reported that the App Store housed 27,131 applications. Search engine optimization (SEO) and pay-per-click (PPC) campaigns help consumers discover the applications that Zumobi designs. "Brands and content matter," Willner said. "User experience matters."

Willner said distribution opportunities on the iPhone far surpass other smartphone platforms such as Research In Motion's BlackBerry and Treo's Pre.

Zumobi has done well with sponsored applications for the iPhone. Two have made it to the Top 10 in the App Store. The company launched the official iPhone app for Microsoft's Xbox called Inside Xbox 360, which has become Zumobi's No. 1 most-downloaded application. The app done in partnership with REI lets consumers track ski and snow conditions at more than 1,800 resorts worldwide, as well as make purchases.