Weber-Stephen Products Co. has released a version of its Weber's On the Grill recipe and grilling technique application for the iPad.

Like its iPhone and iPod touch cousins, the Weber's On the Grill application for the iPad is connected to a variety of multimedia functions. At $4.99 from the iTunes store, this grilling application has more than 250 recipes from cookbooks such as Weber's Way to Grill, Weber's Real Grilling and Weber's Charcoal Grilling?all written by 2010 James Beard Award nominee Jamie Purviance.

?Branded content has always been a cornerstone of Weber's marketing efforts,? said Christina Schroeder, chief creative officer at rabble+rouser, Denver. ?We've used it effectively to create engagement, solidify Weber's position as the leading authority in grilling and promote a grilling lifestyle.

?Grilling is a favorite sport of the young and old and has universal appeal,? she said. ?Our target is more psychographic than demographic.

?We are targeting people who enjoy grilling and are technology enthusiasts.?

Weber-Stephen Products Co., headquartered in Palatine, IL, claims to be the No. 1 manufacturer of charcoal and gas grills, grilling accessories and other outdoor room products sold under the Weber, Weber Q and Ducane brands.

Rabble+rouser is Weber?s agency of record.

Weber on the iPad
For more than a decade, Weber has been publishing grilling cookbooks. In fact, Weber's Real Grilling just topped the 1 million copies mark in sales.

?Weber's Way to Grill, our latest cookbook, was a James Beard Award Nominee in single subject category this year and has been on The New York Times best sellers list two years in a row,? Ms. Schroeder said.

?We see mobile cookbooks as a natural extension of Weber's already successful cookbook program,? she said. ?As the market is shifting from print to digital, we feel it is important to shift with it and take advantage of the technology to engage in new ways.?

Weber?s On the Grill application lets users tag favorite recipes, view videos and create and share master shopping lists from selected recipes to easily take to the grocery store.

Users can also browse by food category?appetizers, red meat, pork, chicken, seafood, vegetables, fruits and desserts.

Forty sauces, marinades and rubs are also part of the repertoire featured within the application.

Weber's On the Grill application also features a grilling timer that sounds off when food is done.

The new Weber's On the Grill application for iPad has more than three times the number of videos compared to the iPhone application (see story).

There are 27 videos that include instructional grilling techniques demonstrated by Mr. Purviance and ones that show how to set up gas and charcoal grills for direct or indirect heat methods.

The application also lets users make notes right on the recipes, such as substitutions for ingredients, flagging recipes that are best for a certain crowd or any other observations.

Each recipe has an aspirational photo of the finished plating that can be enlarged with one tap.

?People say content is king?we prefer to say high-value content is king,? Ms. Schroeder said. ?A strong product reflects positively on the brand and creates engagement.

?Weber wouldn't do it any other way,? she said. ?To date, the app is receiving strong reviews from users who find the recipes rock solid and the user experience fun and inspiring.

?By promoting the grilling lifestyle with high-value content, we are supporting Weber's overall business and sales goals.?

The application was recently picked as a "Staff Favorite" in the iTunes store, which has generated an uptick in interest, according to Weber.

?We've been fortunate to get on Apple's radar screen,? Ms. Schroeder said. ?In general, we are focusing our promotional efforts in social media, email marketing and media relations.

?We do not have any current plans to advertise the app,? she said.

Final take
Dan Butcher, Mobile Marketer

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