AppWatch

oddSCAN will be rolled out across Ripley's 32 "Odditorium" museums worldwide in the coming year and will be an important part of future annuals (next year's edition is already in the works). The inclusion of downloadable content encourages users to continue accessing the app even after they've left a museum or finished poring over a particular book, Marshall notes. "There is a content zone within the app that offers downloadable 'appazines' — magazines containing bizarre, extraordinary Ripley content. Our fans can now access regular content throughout the year, in addition to their one-time burst with the annual. The 'appazines' are purpose-made content in magazine format for the phones and tablets."

With new products and tie-ins spanning the company's print, web, social media and museum experiences, the app promises to play a central role for Ripley's going forward. "We have great plans for the future of the app," Marshall says. "This is only the beginning. Exciting times!"

—James Sturdivant