Stylist magazine launched its first augmented reality issue today with an interactive cover featuring Great Britain’s synchronised swimming team.
Enabled through a partnership between the UK free weekly title and image recognition app Blippar, the cover can be scanned to trigger a video of the Olympic hopefuls performing an exclusive routine.
“We knew we wanted to do something really special to mark the Olympics, and when we spoke to the Blippar team it became apparent they could help us create something innovative that would totally engage our readers and celebrate this incredible event,” said editor Lisa Smosarski.
The issue has various additional scannable pages throughout (recognisable by the Blippar logo), giving readers access to more videos as well as social media content and a “Style List” you can shop directly from. There’s also an Olympic medal leader board due to be updated daily throughout the Games.
“There’s so much to see, do and play with in this issue,” Smosarski adds in a video explaining how to use the app, here.
Stylist follows in the footsteps of Tatler and Asos who have previously made their magazines come to life using augmented reality.
Asos is making its print magazine shoppable straight from the page, thanks to a new partnership with augmented reality technology company Aurasma.
The online retailer has introduced a “Scan to Shop” app that will enable the mag’s 450,000 readers to bring any one of 50 pages to video life via their smartphones, and then click to buy immediately from the Asos mobile site.
Asos has also incorporated a digital treasure hunt in the magazine, with hidden symbols leading to exclusive offers when unlocked.
Duncan Edwards of Asos Magazine, said: “We know our readers love fashion and their mobiles and this app unites the two. Our readers look forward to receiving the magazine in the post, but they also want the convenience and immediacy of shopping via their phones. Our new “Scan to Shop” app uses Aurasma to bring the two experiences – reading the magazine and shopping online – together seamlessly.”
To use the feature, readers must just download the Scan to Shop app from the App Store or Google Play.
The initiative sees Asos added to a rapidly growing list of fashion brands using Aurasma’s innovative image-recognition technology, included among them Net-a-Porter, Dunhill, Debenhams and most recently eBay.
British footwear retailer Clarks is experimenting with augmented reality for the first time in a bid to close the gap for consumers between its print ads and e-commerce.
Following in the footsteps of Dunhill, Net-a-Porter and the British Fashion Council before it, the brand has partnered with image-recognition technology company Aurasma to make its spring/summer 2012 campaign come alive.
Using the Aurasma app (available for free from iTunes and for the Android), consumers will be able to point their cameras any any Clarks advert to see one of four different videos that accompany it. They will also be able to click through to the Clarks website to continue browsing.
Roy Gardner, head of category at Clarks, said: ‘We’re proud to be the first footwear brand to offer this experience to our consumers in the UK. Aurasma technology enables us to provide fantastic insight into the Clarks brand at a time when we are embracing new and innovative ways of inspiring and
engaging our consumers.’
UPDATE: M&S has also teamed up with Aurasma for a special Valentine’s Day campaign – read more here.
Alfred Dunhill has launched an augmented reality experience around its autumn/winter 2011/12 “Voice” campaign, starring expedition leader Sir Ranulph Fiennes.
Using Aurasma’s advanced image recognition technology, the initiative allows consumers to hold up their smartphone or tablet (using the Aurasma lite app) to bring Sir Ranulph to life.
Other stars telling their story include ballet dancer Rupert Pennefather and theatre director Michael Grandage.
From each video, users can also link to Dunhill retail to shop the collection.
Check out a demo of the AR experience in action, below: