Over the last few months there’s been lots of talk about Augmented Reality. John Mayer launched an augmented reality enhanced music video and dozens of apps popped up for the smartphones utilising this technology. So it’s no surprise that with print in a slow decline, Esquire have jumped on the bandwagon.
This month sees Decembers issue of Esquire come to life when you log on to their website.
The front cover boasts celebrity content with Robert Downey Jr introducing the issue, whilst throwing in a quick plug of his new movie Sherlock Holmes. The rest of the AR features all supplement content in the print magazine. In one of the fashion features, tilting your magazine in different directions controls the weather, and the model adjusts clothing appropriately. There’s also a time-based joke – check out the AR component after midnight and the content changes.
There’s already been quite a buzz about this campaign and whilst I wouldn’t expect it to become the norm, it’s definitely been a great way of generating word of mouth marketing as well as encouraging new readers to the magazine.