The Independent launches augmented reality feature in print edition
The Independent has launched a "fully integrated" augmented reality feature in its print production using the Blippar app, allowing users to turn content multimedia by using the camera on their smartphones.
Launch: The Independent is bringing print and digital together
Selected articles will come with an Independent+ icon which are compatible to use with the app, offering further content in audio and video formats to stories of interest to users.
Blippar head of media, Stephen Shaw, said: "The Independent is leading the way in being the first paper worldwide to fully integrate Blippar into their news editorial workflow.
"The ability to instantaneously take the reader from the page to a deeper, more engaging online news experience is a very compelling offer and one we expect the readers to embrace in the coming weeks."
Zach Leonard, managing director for digital at the Independent, said the new feature brought opportunities for advertisers: "The launch of Independent+ highlights our continued investment in digital innovation, adding even more value and another new dimension to the Independent's content. There is also significant potential for our commercial partners and agencies to extend clients' ad campaign and sponsorships through the platform."
The app will be rolled out across iPhone, iPad and Android devices.