Heat launches new augmented reality initiative to enthrall tech-savvy readers
British entertainment magazine Heat has launched an augmented reality competition that tasks readers to scan British currency for a chance to win even more British currency. The competition was developed alongside Engine Creative, a digital advertising and marketing agency, and will coincide with Heat’s 2012 RIchlist segment, which documents the highest grossing celebrities under 30 in the United Kingdom. Readers are being encourage to scan banknotes for a chance to win as much as $700 in cash from the magazine.
Competition gives readers a chance to win money by scanning money
Readers can scan banknotes using the Heat Extra mobile application. When a banknote is scanned, a digital animation will be triggered on their smart phone or similar mobile device. These animations feature some of Britain’s most famous celebrities, such as Harry Styles and acclaimed singer Adele. After the animations have finished playing, consumers will be provided with details on how to enter for a chance to win cash from the magazine. The augmented reality competition will begin when the nest issue of Heat magazine is published on October 23, 2012.
Heat and Engine Creative continue producing digital campaigns
Heat and Engine Creative have been working together for some time now. The duo have created numerous digital campaigns in an attempt to reach out to readers becoming more enthralled with mobile technology. Indeed, Heat has been eager to appeal more to mobile consumers due to the fact that these people are forgoing traditional forms of media, such as magazines. Print may be becoming more unpopular, spurring publications to find ways to engage a generation that is no longer interested in static content. Augmented reality could be the key to capturing the attention of these consumers, as it presents publications with a way to provide dynamic content.
Augmented reality successfully engaging tech-savvy audience
Heat has made use of augmented reality in the past, with the help of Engine Creative. The magazine’s use of the technology has been largely well received by readers, especially those who favor their mobile devices over traditional mediums of entertainment. These consumers have been convinced to purchase physical copies of Heat magazine so as to access the digital content that is embedded within its pages.