This week’s issue of Grazia uses AR and 3D motion graphics to bring Brit award-winner Florence Welch and content from the magazine to life.
Readers can hold up pages of the magazine to a webcam or iPhone and unlock special content, from a performance by Florence to a 360 degree look at products on the fashion page.
Banana Republic is the first brand to integrate the new technology into their ad campaign, with a look at their new Spring chinos range.
At the launch of the new issue, Jane Bruton, editor in chief of Grazia, said: "This will be a stunning issue of Grazia for readers to experience. Augmented reality aims to give readers more ways to engage with the magazine and a sense of control over the content."
Emma Sheller, vice president of gap marketing for Banana Republic, said: "Augmented reality is an exciting new technology which gives Grazia readers and both our existing and potential new customers the opportunity to engage with our brands and collections in a much richer, more compelling way."
Angie Moxham, MD of 3 Monkeys PR, said that the launch represented an exciting new opportunity for PRs.
"In terms of PR, I think this is great idea. The one thing the publishing industry needs at the moment is a differentiator and this is original, innovative and above all, fun. This will undoubtedly open up a whole load of new doors and opportunities for PRs and their clients."
More information and clips of the AR content can be found here.
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