Social Media and Augmented Reality – A Perfect Match

For most magazines, the digital trend that has now become the norm has taken a negative toll on sales and distribution. These businesses have had to find new and creative ways to stay relevant in a digital world. For many, this has included social media initiatives as well as mobile marketing. This September however, GQ has taken things a step farther.

As the company recently announced, the 2012 September issue will have some exciting new changes; “…the September issue of GQ will be “live,” meaning ever advertisement, and some of the editorial content will feature print-to-mobile capabilities; opening up a whole world of bonus content…together they’ll bring print content off the page with videos, 3-D imagery, and other features that’ll have you reading the mag like never before. Get ready.”

Using the technology available from Aurasma, the magazine truly has been transformed. The majority of the ads feature videos, some more creative than others. An advertisement for Stella Artois turns the entire page into a fizzing beer before launching a commercial really taking advantage of the technology available and giving the ready a totally new experience.

On the back page of the magazine, saving the best for last, the Grey Goose advertisement turns to ice using the GQ live app, and defrosts a section ready to play the commercial. Some of the advertisements aren’t as interactive – a few simply launch a black screen prompting the viewer to visit the website and shop. Nevertheless, the experience is definitely something different.

The editorial spread also allows the reader to transition into videos of footage from behind the scenes, as well as news clips about the featured athletes. Whereas previous one would have to use a QR code to get readers to interact with this kind of content, it is now available directly from one source.

Taking full advantage of the possibilities of the technology, the Bud Light platinum and Budweiser advertisements allow the view to connect directly to the brand on social media channels. The possibilities for companies in this aspect are huge. Potential customers can now be targeted in traditional forms of advertising and easily subscribe to a businesses social networks, thus connecting them to the brand for further lead nurturing. Furthermore, people’s engagement with a magazine has expanded – they can share the content in social media, extending the brand reach far beyond the pages of the magazine.

Augmented reality has the possibility to bring new forms of creativity to things that people may otherwise find stale. Not only that, but it now gives businesses and brands yet another way to directly connect with the consumer, cutting out a few of the steps that could potentially lose leads. Going forward, it is hard to imagine other magazines won’t follow GQ’s lead, but their September issues is an innovative first look at what’s to come.

To begin planning your social media strategy contact Wild Frog Studio at 914.428.4645 or via email.