Ripley Entertainment, most famous for the Ripley?s Believe It or Not! museums and products, is tapping into mobile with an iPhone application that lets users pretend that they are swallowing swords.

The app builds on the company?s reputation for unusual and unique world sightings. The iSword app is free in Apple?s App Store.

?Since this is our first time using apps, we wanted to do something simple that would resonate with the Ripley?s brand,? said Norm Deska, executive vice president of intellectual property at Ripley Entertainment, Orlando.

Ripley Entertainment is an entertainment company with 80 attractions in 11 countries. The company operates 31 Believe It or Not! museum and publishes books and cartoons.

To the hilt
To play the iSword game, users shove swords down their mouths as fast as possible to rack up points and can share their scores on Facebook.

Once users reach a certain level, they unlock the iSword, which is a virtual sword that is connected to the phone?s camera.

Consumers can then tilt their phones, which causes the sword to slide down to create an augmented reality experience.

?The idea to have players swallow swords came from collaborating and figuring out a simple and easy hook to drive interaction with the app,? Mr. Deska said.

?Our plan is to come out with a series of mobile efforts, but we wanted to do something a bit different with the first app that forces users to interact with the strange and amazing content from our brand,? he said.

In addition to playing the game, consumers can also view content about sword swallowing, including stories and facts.

Additionally, the iSword app promotes the new book from Ripley?s Believe It or Not! Strikingly True book, which will be released Sept. 13. Users can view spreads from the book and pre-order a copy.

Finally, the app lists information on all of Ripley?s Believe It or Not attractions. Users can buy tickets through Ripley?s mobile site.

Believe it
Ripley?s might be in the preliminary phases of developing a mobile strategy, but by experimenting with a simple, straightforward game, it is clear that it is on the right path.

Additionally, the app focuses on driving the message of the brand while letting users physically interact with it.

The iSword app is only the first venture to get the company?s apps running. By using a quick and simple gaming app, Ripley?s is easily able to test user engagement and learn from it.

Going forward, Mr. Deska says Ripley?s would be interested in using location-based services since the brand is based around the idea of having to see something in person to believe it.

?We want to get involved with mobile because it is a communication form that naturally fits in well with our brand of tidbits of information and photo-driven content,? Mr. Deska said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York