Random House relies on iPad app to drive user engagement

Random House is letting consumers browse recipes and learn to make simple meals from food writer Nigella Lawson via a new iPad application.

The company partnered with AKQA on the mobile initiative. The effort aims to bring exclusive new features and reward recipes to Nigella’s fans in the digital iPad space.

“It’s a continuation of the strategy which began with the original Nigella Quick Collection app to bring Nigella to a new digital audience,” said Jon Salt, head of digital product development at Random House Group Digital.