The magazine will offer exclusive augmented content, created by Cedar communications, which will be integrated throughout to provide readers with enhanced features including BBQ how-to videos and a ‘build a burger’ animation. Readers will also be able to access exclusive behind the scenes video as well as take advantage of ‘click to buy’ features – where they can hover their phones over the recipes in the magazine and be directed straight to the ingredients in the Tesco online store.
Readers will access the AR features using the new Tesco Discover smartphone app, which will be available on iOS and Android. The app uses the Aurasma platform to seamlessly deliver augmented content.
Tesco Marketing Director David Wood said: “This is truly innovative and something we’re very excited about. The augmented features are a fun and fantastic way to really bring the Real Food magazine’s content to life for customers.”
Cedar’s Jenny McIvor, Editor of Tesco Real Food said: “By building in Aurasma’s augmented reality we have enhanced the value of our fantastic print content by connecting it seamlessly with the digital proposition, giving readers a richer brand experience while also creating new purchase opportunities. We’re excited about AR – it offers real potential for publishers who want to take their customer engagement to the next level.”
Matt Mills, Head of Global Sales at Aurasma said: “We are tremendously excited to see Tesco and Cedar’s content augmented throughout this issue of Real Food magazine using Aurasma. They have proved their credentials for innovation, creating some of the most complex auras ever created using our platform. The content is great, the user experience is fantastic – we’re sure readers will want to get their teeth stuck into this new augmented issue of Real Food!”
About Aurasma
Aurasma says: “Aurasma is the world’s leading augmented reality platform. Available as a free app for iPhones, iPads and high-powered Android devices or as a free kernel for developers, Aurasma uses advanced image and pattern recognition to blend the real-world with rich interactive content such as videos and animations called “Auras”.
Auras can be created for printed images, product packaging, clothing, physical places and users can even use the app to create and share their own. Since its launch in June 2011, Aurasma has had more than four million downloads and over 6,000 partners in markets including retail, fashion, sport, automotive, education, advertising and publishing are using the free technology in their campaigns, on their products or embedding the technology in their own applications. Aurasma was developed by and is part of software company Autonomy – an HP Company.”
