iPhone apps created for brands: What’s out there? What’s working? What’s not? And who’s thinking differently? Just some of the questions I’ll be asking, and hopefully answering, in an ongoing series for this here blog.

Sleazy does it.

My previous post mentioned the Puma Index. It’s an app that involves models getting down to their undies when the stock markets sink. It’s cheeky and fun, and one of the more provocative branded apps out there. Or so I thought…

App 1.
Amp Up Before You Score
Amp Energy drink wants to help dudes hook up. How? This app gives you 24 female stereotypes with a cheat-sheet for each one. Whether you’re chatting up a “Rebound Girl”, “Cougar” or “Women’s Studies Major”, Amp has you covered with pick-up lines, points of conversation, character traits, etc. And when the night is done, you can add your success (failure?) to a scorecard, and use the Brag feature to let your buddies know all the details via email, Twitter or Facebook.

Sound sleazy? It is. Especially for a brand.

This app has caused a huge uproar. Pepsi – the parent company – has had theirs handed to them.

I’m all for puerile, infantile and immature, but I’m amazed that a brand could be so clueless to not see how bad things could go with this app. I imagine they got caught up in the same “insight” that every guy cosmetics brand seems to be mining: Being a dude means being obsessed with getting down with the ladies. Sexism, be damned.

All apps – including branded ones – face the same challenge: how to get people’s attention. Being provocative is one potential way of getting your app known (see the Puma Index), but what are the limits? I think it’s up for the brand to know, and if they don’t, people will tell you. Ain’t that right, Pepsi?

That said, as often happens, one app begets another app.

App 2
Date Check
Ladies, think the dude who’s chatting you up might be kinda stalker-ish? Well, do a little detective work when you nip into the girls’ room. Among other things, the Date Check app – created by background check company Intelius – features a Sleaze Detector so you can run a search of criminal records to see if Mr. Chatty has ever spent time in the Crowbar Motel.

I have to say, it’s a pretty impressive feat for a company that specializes in the dryer-than-dry industry of “information commerce” to frame up their services in a pretty entertaining – and handy – app. Take note.