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Elle and Esquire magazines also bet on augmented reality

In the face of the global crisis and the gradual loss of readers, Magazines and newspapers on paper are being forced to innovate and bet on certain technologies applied to content so as not to end up having to close. In this sense, two publications of the Hearst group -Elle and Esquire– They will offer content with augmented reality in their December issue.

Hand in hand with Mobext, mobile marketing agency of the Havas Media group, The magazine Elle Commitment for the first time to bring digital content closer to the reader through its printed edition, thanks to PlayAR, free app available for iOS (iPhone and iPad) and Android, allowing a reading in another dimension. In the last issue of December, ltos readers of this women's magazine will find content with augmented reality on its cover, In the report of the new crystal woman (page 132), In the making off (page 188) and via the TAG Heuer advertising pages (page 37), Loewe Perfumes (page 43) and Dior Watches (page 51); First advertisers to take up this challenge.

To enjoy its advantages, The user will only have to follow three simple steps. Enter the Apple Store or Google Play of the Smartphone and download the PlayAR app and find the PlayAR app logo on the content pages of the magazine. By focusing ad creatives, You can access exclusive content. In addition, This new format will increase brand recall and awareness through viralization on social networks. The reader will be able to click and interact with the animations and extras that appear on the screen of his smartphone or tablet and can share them with his friends on social networks.

Nuria Perez Payno, Account Manager de Mobext, has targeted: "This format allows the conjunction of the most technological and innovative with the formats of a lifetime.. All this, maintaining the essence of creativity if the inclusion of any type of format such as QR code. From Mobext we are committed to our clients being pioneers in the use of new technologies to get closer to their consumers and create engagement through exclusive content".

Esquire Experiment with augmented reality

The same, The American magazine Esquire -also from the Hearst Group- has prepared a special edition for the December issue in which he experiments with augmented reality using mobile, but without using QR or barcode codes, as reported by Mashable. The company uses the Netpage app for the iPhone. So users can scan images and save them in PDF to share them later on Facebook, Twitter and Pinterest, For example. In addition, the animated version of the cover can be activated.

The new function does not require codes because the application will be able to recognize high-quality images. The challenge for the publishing company is to add these features permanently in paper publishing.. The December magazine was worked having as experience the digital version available for the iPad.


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by • 21 nov, 2012
• section: augmented reality