Wow - that's quite a step up for AR. After writing about the recent Burger King AR ad I've been wondering what the next big brand would be to use it. But I didn't expect Esquire magazine to implement it, and in a number of ways. Watch the video below to get an understanding of the AR issue and how it's used:
It's simple to understand - buy the special edition, download the app from the site and hold the cover and selected pages up to the screen to kick in the video elements. Not sure I'd have gone down the download app route - this is a barrier to entry to me. It does make the app fullscreen, but I still think this could have been done from a page on the site, avoiding the need for users to download an exe (which no-one trusts) and going through the process of install etc. AR is essentially just an Actionscript library, so why not just embed the Flash with a Fullscreen option? Maybe it's a performance issue (I imagine FS video is pretty laggy). Either way, it's another new example of digital transcending its perceived boundaries and integrating with the old school :)
It's simple to understand - buy the special edition, download the app from the site and hold the cover and selected pages up to the screen to kick in the video elements. Not sure I'd have gone down the download app route - this is a barrier to entry to me. It does make the app fullscreen, but I still think this could have been done from a page on the site, avoiding the need for users to download an exe (which no-one trusts) and going through the process of install etc. AR is essentially just an Actionscript library, so why not just embed the Flash with a Fullscreen option? Maybe it's a performance issue (I imagine FS video is pretty laggy). Either way, it's another new example of digital transcending its perceived boundaries and integrating with the old school :)
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