Want to know where Diddy likes to hang out? There’s an iPhone app for that. BlackBook magazine has partnered with Sean Combs to create Diddy’s BlackBook. The guide offers Combs’ favorite U.S. hot spots as well as editorial reviews of 15,000 shops, restaurants and clubs across 50 cities worldwide.
The partnership is BlackBook’s latest effort to customize its “Access Network” mobile city guide. Bravo, The CW and Modern Luxury have previously created branded versions of the BlackBook guide. And, Ari Horowitz, CEO of BlackBook Media Corp., said the plan is to launch “hundreds of them.”
Horowitz and a handful of partners purchased BlackBook in 2004 with the idea of transforming the magazine into array of digital offerings. “Winning technology and content companies are going to be the ones that offer the whole package,” he said.
Placing BlackBook’s in-the-know guide information on mobile devices seemed like a natural extension. However, the U.S. adoption of mobile content “has taken longer than we thought it would,” said Horowitz.
To promote the offering, Diddy is featured on the cover of BlackBook’s October edition.
The various guides also offer a “Perks program” where advertisers can dangle special offers and coupons. The program has been in Beta and BlackBook is just now beginning to promote and sell it. Current partners include Intermix, AG Jeans, Calvin Klein, The Bond St. restaurant in New York.