By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy

Channel 4 and heat strike up brand partnership with augmented reality on the agenda

Deal: Channel 4 will make use of augmented reality

Channel 4 and heat magazine have struck a deal which will see the broadcaster use augemented reality content in the magazine's pages to promote its new Dates series.

The technology will allow Channel 4 to show Heat readers a trailer of the series through the heat Extra app by scanning the page with a smartphone or tablet.

The deal was struck for Channel 4 by agency Engine Creative. Project and marketing manager, Daniella Paolozzi, said in a blog post: "By tapping into heat magazine's key demographic and creating a campaign which clearly has the talkability factor, the partnership between heat and Channel 4 has already created a real buzz among its target audience across social platforms."