The December issue of US Esquire sold itself as the Augmented Reality Issue. This means you can hold up certain pages that contain a special barcode in front of a computer with a webcam, which has a specific piece of software installed and are shown images, videos and audio that relate to the page you’re on. It’s really good fun!
Benjamin Palmer from Barbarian Group who put the augmented reality application together comments that.
What we’re trying to do is create something that isn’t just about showing off the technology, but actually adds to the story.
Benjamin Palmer, 2009
And it does, it’s the best issue of US Esquire I’ve ever read, actually it’s the only issue of US Esquire I’ve ever read, but isn’t that the point. Being brave and taking a risk can put you back on the map for readers and advertisers. That’s always a good thing.
This issue of US Esquire is engaging, exciting, inspirational and makes you feel intimately involved with the magazine (look I’m in the background!). If that’s not good for brand building then I don’t know what is.
Although it’s fun and I’d love to make something with this technology it’s really just a publicity stunt, but there’s nothing wrong with that. I hope it gave US Esquire a sales boost and I hope they are back on the map for some readers who might have lost interest in their brand.
Trying something new like this is brilliant for the industry and Esquire should be congratulated for giving it a go and hopefully inspiring others to take similar risks. Because sometimes, as in this case, they pay off!
