This months Esquire magazine has augmented reality elements inserted into the pages effectively linking its print material with its online material. Meaning Esquire have found a way to make their print material more interactive and as a result of this means that the traffic to their site will no doubt increase!
The results of holding your augmented reality copy of Esquire up to your webcam.
Although Esquire are not the only people using this technology online, tobi.com are using a shopping system with augmented reality that allows you to virtually try on items of clothes and using social media allows you to get your friends feedback on items you like!
The future integration of print and web is actually quite interesting, you could hold a DVD case up to your webcam to reveal hidden content, promotional products for events to get hidden information or a catalogue to see what that sofa would like like in your living room. The latter has been suggested for the furniture giant IKEA in the document below, the 2009 Future Lions winning campaign.
2009 Future Lions winning campaign, “IKEA Augmented Reality”, by Gian Jonathan and Wai Wa of Nanyang Academy of Fine Arts