The New Yorker releases an augmented reality cover
Our clients often ask us how they can tie in digital with their print advertising. The New Yorker couldn’t have done it any better with an amazing augmented reality cover of their Innovators Issue. Readers were invited to hold their smartphone, or tablet, over the black and yellow cover, watching a New York City skyline come to life via 3D animation.
A woman is rushing into a subway that then turns into a Manhattan cityscape. Artist Christopher Niemann writes in the magazine’s cover story ““The idea of an augmented or virtual reality is inherent in any drawing—it’s almost the definition of a drawing”. He adds: “If you create a world on paper, you create a window. Usually, you just break the surface with your mind, but you always have the feeling of: What if you could step into that world or if something could come out of it?”
In addition to the cover, the magazine features a double page spread dedicated to Qualcomm Technologies with the same AR technology. Qualcomm helped connect the magazine with startups that specialise in technology. ”It’s an honour to collaborate with The New Yorker on its Innovators issue to showcase how mobile and connectivity technologies are accelerating innovation across industries,” said Susan Lansing, VP of brand at Qualcomm Technologies. “As an advertiser in this issue, we love how mobile technology has come together with The New Yorker’s iconic cover art to bring the future forward in this compelling reader experience.”
The magazine has been increasing its digital presence with their streaming series on Amazon, a podcast, and radio show. ”There’s certainly growth happening in digital but print is still a very strong, strong part of our [profit],” Lisa Hughes, publisher of The New Yorker, told Mashable.
The Uncovr app was made especially for this project by Nexus Interactive Arts, a London-based studio. You can download it at the App Store and at Google Play.
Watch the video below to see how it works.