Wrapping our iPad app in vibrant color

This is one of four GET buses promoting our iPad app.Late last year I shared some details about The Bakersfield Californian's multimedia campaign for its iPad app. 

And here's a quick update: We've recently added a few new components in the form of advertising wraps on four Golden Empire Transit buses and two Bakersfield Californian delivery vans.

The bus wraps each have a different theme that reinforces the message that The Californian e-edition iPad app is the perfect escape, whether Who wouldn't do a double take at seeing this van? you're at the beach, in the mountains, at Morro Bay or at Dodger Stadium. 

For the vans, we used one to promote the iPad app and one to promote Bakersfield Life magazine. The magazine wrap cleverly shows people rafting in whitewater, an image representative of Kern River in the summer.

The creative -- by ace designer Billy Simkins -- clearly turn heads and we're getting good feedback from people. The Bakersfield Life van has been especially popular, with people feeling energized enough to ask the driver for copies of the magazine. Talk about a return on investment. 

This wrap takes people right into the Kern River.We're about four full months into the campaign and we're seeing great response in terms of new e-edition readers, both on the iPad app and the traditional desktop version. Our iPad subscriber base has quadrupled during that time, and among those readers we're seeing incredible loyalty, with a majority downloading every issue. 

Both versions of the e-edition are free to subscribers of the printed Californian or available for $7.99 per month or $79.99 per year.