Wired magazine has rolled out its iPad App featuring, not surprisingly, such high-end touches as interactive video and animated infographics. Users can, the magazine crowed, read about a history of Mars landings that lets one explore the red planet personally. "We can take you inside Trent Reznor’s recording studio and let you listen to snippets of his work in progress. And we can show you exactly how Pixar crafted each frame of its new movie, Toy Story 3."

Ironically, Wired use digital publishing technology developed by Adobe.

For marketers, though, that news is a side issue. Another iAd has come to market providing more insight into what the platform can and cannot offer.  Boston ad agency Mullen created the ad for Olympus, which features the tagline of "Look what you can do," according to Boston.com. Readers who choose to interact with the iPad version of the Olympus ad get to see a slide show that demonstrates the Olympus PEN E-PL1 camera's many features, it said.

AR Element

In addition, there is an augmented reality piece to the print edition. "Readers can rip out a piece of cardboard that folds into a camera. When the "camera" is placed near the Web cam of a personal computer, the camera activates the PC to visit a special Olympus website where another product demo unfolds.”

Tissot has developed a similar augmented reality feature to show shoppers what a watch will look like on their arms via a paper-based version that is printed out first. Users download software from its site, and print out a paper watch that has a 'T' marking. After that, all the user has to do is wave the paper watch - now on her wrist - in front of the webcam. Users can try on 28 different styles from Tissot’s T-Touch collection as well as play with the various functions. The 82MB application is compatible with both Windows and Mac.