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American Idol is back in full swing, and this has proven to be one of the best seasons in the making. Last night’s program was no exception. Two things happened that warrant comment (at least for me).

1. David Cook went Pete Frampton on us, and broke out the talk box. Gutsy move, but he pulled it off…dubbing him the “cool-guy” of the line up this year.

2. Idol continues its blatant Branded Entertainment. AT&T, CocaCola and Ford have all strongly participated in the Idol branding phenomenon. Throughout the show you get a huge dose of placement that is anything but subtle.

I make point number two for one main reason. Apple is still king in Brand Experience.

Seacrest brought up an iPhone from the audience and shamelessly plugged Apple for it’s ability to stay up on Idolatry. He held up the device and said the words “This is an iPhone.” What was even more amazing was the immediate and fairly significant response from the crowd…for a phone.

I’m trying my best to be as unbiased as I can (being a big fan, and all)…but Apple gets it. They have officially replaced all other options for personal mobile devices (and really everything else that computes in my book. ) That they took a very simple approach to placement within the single largest Broadcast Entertainment Spectacle is one thing. That the phone brought applause is a whole other tub of grease.

I can’t think of another brand that would cause as much excitement in that type of setting. Not to mention the iPhone’s sad competition. The approach certainly wouldn’t have worked with any other device on the market. “This is the T-Mobile Wing.” It doesn’t even come close to the same ring(no pun intended). We would have heard nothing but the sound of iPhones being pulled out of pockets and purses for a responsive visual display.

Apple can pull this off because it not only has a very loyal and excitable audience. It has fans. Fans that applaud their source of gadget love any chance they can. Even in a setting like Idol, Apple can be cool. So cool that the mere mention of its name can create instant and tangible Brand Experience. Another thought that this congers up is the fact that iPhone’s applause represented something more than just LOVE for a product. When I attend one of my kids functions, and they perform well…I get so emotionally excited that I can hardly contain myself. I want to applaud so loud that all can hear me. I want them to know “that’s my son!” The same is true for Apple fans. The connection with the brand is so strong that they weren’t simply applauding because they like the phone. They were applauding to support, encourage, cheer and champion the brand…THEIR brand. They wanted the world to know that they are a card-carrying member of an elite society. They were celebrating their “kid” performing on the largest stage in the world. If you didn’t believe it, or know it before…you do now.

Apple doesn’t need much help from me. They’re doing EXACTLY what a strong brand should. Looking for every opportunity to engage and create Brand Experience for their fans. The product is a given. It’s unmatched. All Apple has to do is “walk into a room” and it gets applause. Everytime.

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