PassBook integration API website full integration

We want to create a website where local businesses can go to instantly create a coupon that can then be populated into Apple's new PassBook App. Local customers will visit the same site and pick which businesses' coupons they desire and the site will then populate the customer's iPhone PassBook app with all those coupons. Please see [login to view URL] for a great example. This site is exactly what we want. It appears that it's not really an app but some form of API kit that is needed to have the website interface with PassBook to make this happen.