Robert Downey Jr bursts out of the latest Esquire cover

Augmented Reality then (no don’t stop reading, this is good stuff). I’ve been meaning to blog about this for a while and the latest issue of Esquire gives me the perfect opportunity to kick off. So what is it? Hold a magazine, trading card, cereal box, printout or anything with a QR code (that square graphic that Downey Jr is sat on below) up to a webcam and ‘something’ interactive appears on screen. Or, as Esquire describes it, ‘A living, breathing, moving, talking magazine’. Is augmented reality simply a gimmick? Maybe, but there are interesting opportunities for print and online to really play with each other here. I’ll shut up, watch the video below and I’ll post some more examples in the next few days.

You can play around with this yourself without buying the mag. First print out the cover here. Next, download the little app here. Finally, open the app, point your printout at your camera and have a play.

Or if you can’t be arsed, pop over and have a look on my laptop.


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