When it comes to iPhone apps, the best brands are entertainment first, brand second. They are relaxed. They invite people to enjoy the app and engage with the brand to whatever degree they choose. Their apps simple. They focus on doing one thing extremely well. Apple’s brand is synonymous with simplicity. So, too are the best branded apps.  And, more than anything, the apps generate incredible word of mouth. People should want to talk about it—to blog, tweet, email, and show off your app. Here are some brands that did it right.

OAKLEY

Oakley teamed up with Surfline to create Surf Report. The app allows surfers to check surf height, swell, direction and tide, all from their iPhone. No longer were surfers tied to their computer. When they are stuck in a low tide, they can quickly launch the app and find better beaches. Surf Report also allows users to interact, connecting surfers from different communities, and it features news and bios about the Oakley Team Rider.

NIKE

NikeWomen launched the Training Club app. The app allows women to access a personalized training program, create an avatar (known as a Mini), and invite friends into a bit of healthy competition. Recently, they added a workout timer and the ability to invite friends to join.

COKE

Coke’s Magic Coke Bottle app is like a very, very new school Magic 8-Ball. You ask the bottle a question, shake it (gently or viciously—your choice), then flip the lid. The contents pour out and reveal your answer.

COBRA BEER

The Indian brewer addressed an essential part of the bar scene: social interaction. Cobra’s iBanter app keeps users witty and ready with a punch line, no matter how tough the crowd may be. They gathered up-and-coming comedians from around the globe, recorded their best bits, and filled the app with wonderful content. New jokes are constantly being uploaded. The branded tie-in is simple: a bottle cap drops at the end of every video, and Cobra offers informational screens of their latest promotions.

The app is best experienced, or at least viewed.

What is a brand to make of this?  One, the iPhone is a powerful tool.  And two, the real estate on each user’s screen is extremely valuable.  Look at these stats:

• 17 million iPhones have been sold, and it owns 50%+ of the US smartphone market
• Apps provide repeat and prolonged brand engagement
• They are not perceived as advertising
• 73% of iPhone users have more than 5 apps on their phone

Another tool in the never-ending quest for connecting with your buying society.