Kraft Hits on Killer App for IPhone Marketing - Advertising Age - Digital
http://adage.com/digital/article?article_id=133869

Some good insight on building a branded iPhone app...

iFood Assistant is now one iPhone's 100 most popular paid apps, and No. 2 in the lifestyle category. With its endeavor, Kraft is pulling off a rare trick: getting consumers to pay a one-time 99-cent fee for the app and also sit through ads on it. And in the process, it's collecting useful data for targeting them more closely. The lesson: When a marketer creates something that's actually useful, consumers don't really see it as straight marketing, or they're at least willing to accept advertising as the payoff. Kraft's app, which launched in December, is a helpful tool for consumers looking to make dinners faster, easier and more convenient. "When we look at consumers, we think that they're busy and they're looking for food-planning tools that can make their lives easier," said Ed Kaczmarek, director-innovation, new services at Kraft. "We developed iFood Assistant as a downloadable app so they can use it anytime and anywhere."

nice case study