Wednesday, May 23rd, 2012
American Idol is taking up larger mobile real estate. For the past years, the renowned show has been working with AT&T to let fans vote for their favorite performers. Now, the show is taking its mobile platform to the next level with a new smartphone application that gives fans access to exclusive content that can be downloaded through the Apple iPhone, the Apple iPod touch, and Google Android phone.
The new application was partly designed by FremantleMedia Enterprises (FME) and Zumobi.
?It is a way to keep in touch with the show when you are out and about. You can learn about the performers and their lives,? described John SanGiovanni, co-founder and VP of product design at Zumobi. ?We’re capturing exclusive videos of these performers, where they talk about their backstories and motivations, and give a deeper and more personal view.?
The $1.99 application includes exclusive access to videos, photos, blogs, and biographies. Content will be updated regularly to keep consumers in the loop. Between today and the season finale, the application will release 78 behind-the-scenes videos.
?One of the most interesting things about the show is that these are just ordinary peo?ple,? said SanGiovanni. ?Every once in a while you get a sense of who they are, but these videos are very cool because they give you a window into the idol [as a] person, not just the idol [as a] performer.?
The application can be linked to iTunes, allowing fans to download and purchase songs from the show.
The company is considering installing product placement and branded content inside the application. SanGiovanni notes, ?There might be some brand placement inside the application, but it would have to be premium product placement that doesn’t get in the way.?
