Sainsbury's magazine uses augmented reality to bring editorial content and adverts to life
Sainsbury’s magazine has launched its first interactive issue using Aurasma technology. Produced by content marketing agency, Seven, the October issue will feature interactive print ads from brands such as, John West alongside editorial pages enriched with augmented reality (AR) content.
The interactive elements include how-to videos from top chefs Mark Hix and Sam Harris, a message from the editor, Helena Lang, competitions, and a split-screen video cover which also comes to life.
The static print ads within the publication are also given the AR treatment giving advertisers a bespoke way of enhancing their prints campaigns. With brand advertisers increasingly interested in AR technology to engage with customers immersive layered video and ‘tap to buy’ features have been added.
To access the AR content readers will have to download the free Aurasma Lite app onto their smartphone or tablet and hold their device over the page.
Group commercial director at Seven, Rowan Manning, commented: “Augmented reality has huge potential for brands who want to engage with consumers at a deeper level, and really benefit from this unique opportunity to combine the power of the engagement of print with the immediacy of digital.
“Brands can drive consumers directly from their display or advertorial page to point of purchase or to branded sites to ensure consumers have a truly immersive experience with their products. Our ability to use existing promotional collateral such as video, and audio, gives us creative flexibility without incurring further costs, making assets work harder.”
Matt Mills, head of partnerships at Aurasma, added: “We are delighted to be working with Sainsbury’s magazine and their advertisers including John West.
Seven immediately understood the potential for Aurasma and have used our platform to provide an experience that keeps readers engaged for even longer.”
