By The Drum | Editorial

July 3, 2012 | 2 min read

Engine Creative has teamed up with heat magazine to create their first Augmented Reality (AR) issue to support the launch of new showbiz and music channel ‘heat TV'.

Exclusive ‘augmented’ content can be accessed by readers via smartphones and tablet device through a stand alone free app – heat extra. Developed by Engine Creative the app uses the Aurasma AR platform for both iOS and Android acts as the gateway to all of the exclusive content to provide an interactive and engaging reading experience.

Nicky Holt, publisher of heat magazine, commented, “We’re extremely excited about the heat extra app and AR supplement, the project has been a true collaboration between Engine Creative and heat’s editorial and marketing teams.

“Bringing the pages of the magazine to life and guided by heat’s very own Lucie Cave, heat extra is a celebration of heat’s unique personality and access to celebrity.”

The AR magazine coincides with the launch of heat TV today (Tuesday 3 July), a venture which is hoped to expand the longevity and brand positioning of Bauer Media. The special issue will feature an interactive AR treasure hunt, aimed to raise awareness of the new channel, which will give away a range of prizes to readers who find the heat TV logo on various AR pages.

Creative director of Engine Creative, Phil Christer, added, “Augmented Reality in magazines bridges the gap between online content and the printed page and is the perfect way to deliver exclusive content to heat magazine readers hungry for more gossip!

“The fact that we can accurately measure downloads, clicks and views (amongst other things) makes it an ideal platform for publishers looking to engage more effectively with their readers and add value through a range of interactive content.”

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