Kraft's "big fork, little fork" app for iPad demonstrates best-in-class app design for brands. The attention to detail for the intended audiences (parents and kids) contains hidden features and surprises that demonstrate how powerful a branded app can be when thoroughly and deliberately designed with the audience in mind.
More of a media concern, but it could be worthwhile to seek out these apps in order to get the opportunity to create highly visible, best in class digital advertising for tablets.