Brands such as Kimberly Clark?s Pull-Ups, Kraft, Weber Grills and Walmart are advertising within the digital versions of a number of new applications that Meredith Corp. just released.

The digital versions of Better Homes and Gardens, Parents and Fitness magazines are available in Apple?s App Store. The digital editions incorporate video, slideshows, audio and other interactive features into both the editorial content and advertisements.

?Our overall strategy is to bring beautiful, immersive products to the iPad tablet, while staying true to our brand,? said Liz Schimel, executive vice president of consumer relationship management and digital media for Meredith?s National Media Group, New York. ?Each one of the titles is addressing the passion points of their particular audience and using interactivity and rich media to enhance the brand experience on the tablet.

?The digital editions take advantage of the unique form factor of the iPad with lush imagery, video, links to relevant sites outside our universe and fun features,? she said. ?With Better Homes, readers can plant a virtual garden and purchase whatever they need for their real garden via a link within the app.

?With Parents, you play in the virtual playroom, and Fitness is a workout companion as well as a magazine. In each of the brands we leverage interactivity to create greater usefulness and better interaction.?

Parents
Kimberly Clark?s Pull-Ups brand is promoting its Go Potty application via an advertisement in Parents magazine.

The ad asks consumers to click on a crayon and then on the part of the picture they want colored in for an interactive coloring game.

Selecting a crayon and field gets the picture colored in

Besides the advertisements, the Parents digital issue lets both parents and children explore a virtual playroom together and browse new toys, DVDs and calendar listings.

The Playroom is also home to child-focused craft and cooking videos.

There is also an advertisement for Kraft?s Big Fork Little Fork iPad application, which helps parents create delicious adventures in the kitchen with their kids.

The advertisement offers the Kraft app for free

What is also special about the iPad version of Parents magazine is the fact that there is a showcase of additional products not featured in the print edition with direct links to purchase them.

Better Homes and Gardens
Behind-the-scenes videos fill the editorial pages of Better Homes and Gardens for iPad. Consumers get designer insights that send them on tip-filled shopping excursions.

For example, a color-swap application activates the popular color-of-the-month feature, letting readers tap to see the featured room in different shades.

There are also instructional cooking options, making the iPad the perfect companion for chefs.

Live links let users buy featured products. There is also a link to the Better Homes and Gardens Store.

Advertisers in Better Homes and Gardens include Kraft, Walmart and Weber Grills.

The Kraft ad is the same as described above for Parents magazine.

Weber advertises its grills. When consumers touch the ad, they are routed to a commerce-enabled destination from which they can purchase.

The Weber ad takes consumers to another page without leaving the app

The commerce-enabled destination

Walmart is promoting the Better Homes and Gardens 2011 Outdoor Living collection, which it sells, through the advertisement.

Tap to buy

Much like the Weber ad, consumers tap to be routed to a commerce-enabled destination they can purchase from.

Consumers can buy from the commerce-enabled destination

Fitness
Workout videos are one of the main attractions of the Fitness magazine iPad application.

Recipes are also easily accessible and hands-free when cooking.

The Kraft and Walmart ads that appear in Better Homes and Gardens also appear in Fitness.

Behind-the-scenes videos of the fashion and beauty shoots give readers of Fitness additional insights and tips from stylists and experts.

Additional product recommendations and information through hot spots and slide shows direct users to Web sites where they can purchase the products.

?In the tablet universe, advertisers can tap into a highly engaged consumer,? Ms. Scimel said. ?Our tablet audience is spending a lot of time with these types of apps and the functionality allows advertisers such as Kimberly Clark?s Pull-Ups to create a richer brand experience.

?In general the iPad brought a great marriage of user experience and technology that is enabling content companies to create fabulous new user experiences,? she said. ?Delighting our consumers is what we are all about.?

Final take
Pull-Ups' Potty Time app is part of a larger promotion that the brand is doing. Here is a TV commercial:

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