Discovery Communications' HowStuffWorks.com has launched the Stuff to Rattle Your Brain, a free, ad-supported iPhone application.

Consumers shake the device to select from more than a dozen question categories such as 20 Random Questions, Keep Going ?til I?m Wrong and Practice, Practice, Practice. The application draws its content from the PC Web site.

?Being digital natives, we recognized that HowStuffWorks.com brings a unique value to the mobile space,? said Kathryn Kelly, vice president of media and marketing at HowStuffWorks.com, Atlanta.

?Our strategy is to encourage smart consumers that are on the go, by bringing the compelling content from HowStuffWorks.com to mobile in a way that best takes advantage of the platform," she said.  

HowStuffWorks.com is an award-winning Web site that provides information and explanations for thousands of topics. HowStuffWorks.com was acquired by Discovery Communications in 2007.

HowStuffWorks.com recently launched a mobile Web site, where it focused on offering content in easily digestible pieces like top-10 lists, quizzes and blogs.

With applications, the company wants to do something a little different and is creating a series of applications, starting with Stuff to Rattle Your Brain.

How mobile works
The application builds on the site?s popular podcasts such as "Stuff You Should Know" and "Stuff You Missed in History Class."

The Stuff to Rattle Your Brain application was developed through a partnership with Cubic Digital.

Ms. Kelly said that for HowStuffWorks.com?s first application, the site wanted something smart and simple, yet fun. 

?We also wanted to introduce the depth and breadth of HowStuffWorks.com content in a way that was easy-to-understand to those who might not be familiar with the brand,? Ms. Kelly said.

Ms. Kelly said getting into mobile is a tremendous opportunity for the HowStuffWorks.com brand because it is a great way to grow awareness and highlight its content in new ways.

In terms of demographics, Ms. Kelly said that the goal was to cast as wide a net as possible.

The brand?s audience ranges from school children to grandparents and everyone in between. Ms. Kelly said the application was designed so it is something that anyone could play.

?Mobile is a natural brand extension, especially for some of the new HowStuffWorks.com content,? Ms. Kelly said.

?The site was initially built around thousands of articles and over the past two years as part of Discovery Communications, we?ve worked to create content including video, top ranked podcasts and most recently blogs that work across a variety of platforms,? she said.