ELLE brings augmented reality to magazine cover
Elle magazine is looking to bring some of Hollywood’s favorite women to life on the cover — and all you need is your iPhone. In partnership with Huffington Posts’s VR division HuffPost RYOT, you will be able to use the ElleNow app and hover your phone over any of the eight covers to watch as the cover face comes to life with a video interview.
Rather than using a third-party AR app that would take readers outside of Elle’s owned brand experiences, AR functionality was integrated into the ELLENow app that is available for iOS, with Android coming soon. The hope for the November AR covers is to deepen the magazine media experience and increase engagement with readers.
“ELLE is a first-mover in so many ways – it was the first to use beacon technology to drive to retail, and in fact, it was the first fashion magazine to launch a website years ago,” Michael Clinton, Hearst Magazines president of marketing and publishing director, said. “RYOT’s ability to power augmented reality through our owned-and-operated app opens up so many possibilities, and we’re looking forward to collaborating with RYOT on more of the brands in our portfolio, and to bring the opportunities to our marketing partners as well.”
Source: VR Scout
Hearst is a member of FIPP.
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