iPap is a celebrity spotting website that taps into the national obsession for celebrity gossip and information. Upon seeing a celebrity users add an iPap mentioning what the celeb was up to and adding a photo to score more points. The iPap is then displayed on the site's map and pushed out to a Twitter feed. The site runs as both a conventional website, an iPhone/Android optimised mobile site, and a dedicated iPhone app.
As with anything that aims to capture and retain an audience, constant innovation and development is essential. New features have included the ability to add Tip-offs as to where celebrities are going to be appearing as well as The Bartonometer which tracks the ever colourful life of Mischa Barton.
In order to maximise the number of sightings, iPap features a Top 20 list of the best celebrity spotters, and encourages users to compete to add more spots. The core system was also re-branded to run as part of Zoe Griffin's 'Live like a VIP' website, the data being shared between the two sites and increasing the number of celebrity spots.