New Car out today offers augmented reality cover

click to enlarge

AR marker brings BMW to life

An AR marker on the cover allows readers to experience a track test video, which brings the BMW M3 Frozen to life on a computer screen when used with a webcam. The AR marker also enables the full cover to become 3D when tilted, providing a fascinating perspective on the concept BMW M5 and other cars featured on the sleeve. All vehicles on this month's cover are clickable and can be viewed at the website, while the "Win a trip" cover crier clicks through to its Facebook profile.

Interactive mobile video

The interactive advertising concept combines video technology with a print ad for a leading motoring manufacturer. When a cellphone is held up to the page, after browsing the web address advertised, the performance of the advertised car is brought to life with a video that launches on the mobile handset.

In addition, this month's issue introduces QR codes on three of its road test features. By scanning the QR code with a smartphone, the reader is directed to the mobisite to view road test videos, adding an extra dimension to the reader's enjoyment of the print stories.

"The incorporation of new technologies in print, including AR and QR codes, is increasingly in demand internationally, and this was emphasised at the recent Digital Innovation Conference in Berlin," says Car publisher Neil Piper. "The magazine has embraced these trends and we are confident that they'll make an impression on our readers. For the first time, we are using our print audience in a dynamic way to drive our digital, social and mobile platforms."

Wendy Lucas, the magazine's digital manager, insists that merging digital technology with print should be done in a way that is relevant and appropriate for readers, makes its content accessible, interactive and portable and adds real value to their experience of the print title.