This month, Esquire Magazine launched their anticipated Augmented Reality issue. The issue features an AR cover, where Robert Downey Jr. performs an intro and also a pitch for his upcoming Sherlock Holmes movie. In addition, there is other content, such as a fashion supplement where the weather changes based on the way the user tilts the magazine and the time of day they access the site.
An augmented reality cover isn't necessarily new. GE and Popular Science paired up back in February for the first ever interactive 3-D cover (Threeminds' "Augmented Reality is a Marketing Reality). But the level to which they have integrated it and in a fun, playful way is something for other traditional magazines to pay attention to, especially in a time where they are desperate for print readership.
Esquire is getting some flack for this issue from people who consider it merely a marketing tactic, and they are the first to admit that it's a gimmick. Being gimmicky is not new to Esquire. There was an E-Ink cover last year and a "mix and match" cover in May that allowed readers to mix the faces of George Clooney, Barack Obama, and Justin Timberlake.
Others claim Esquire has missed the whole point of augmented reality. Because the whole effort for a consumer to set up the issue against their webcam and download the software, it is essential to show they something of value. Jack Benoff had some ideas as to what that could be:
"What if Esquire's "fashion spread" allowed people to overlay images of an article of clothing on themselves ( for example ties) so that they could match (or in my case, learn how to match) them with their existing wardrobe. Editorial content could provide tips, tricks and insights. Now, that might provide some real value to consumers looking to make a purchase..."
The New York Observer goes so far as to say that users are so used to gorgeous Pixar movies that they aren't really interested in the gimmick that augmented reality could provide. Still, Esquire is getting a lot of press for this. And that is probably all they need to increase sales.
Thanks to Yee Peng Chia for the link.
Marta Strickland
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Strategists & Planners
Comments (2)
Sometimes its a bit obvious when companys jump on the bandwagon :/
Posted on November 10, 2009 23:44
Esquire is suffering from the same thing several prominent vanguard publications are, namely declining new readership and a staff that is clueless with what to do to remedy that. Esquire (along with a few other notable stalwarts of the men's mag realm) were caught completely off guard by "lad mags" like Maxim along with the rise of the internet, and are having a hard time dealing with their place in the world. Currently, they are reminiscent of a 50 year old man in a sports car; desperate for that last grasp of youth and in turn mortgaging their heritage to do so. They've tried all the gimmicks, but ultimately, they are relics doomed to fail unless they embrace what they are and move forward utilizing their earned cache and wisdom instead of hoping their new toupee will fool the kids.
Posted on November 16, 2009 17:27