Heat launches first augmented reality issue to mark TV launch

By Sarah Shearman, mediaweek.co.uk, Thursday, 05 July 2012 10:54AM

Heat magazine is bringing augmented technology to its pages for the first time, mirroring a move by Hello! and Tatler magazine.

Heat: David Walliams reveals his guilty pleasures

Heat: David Walliams reveals his guilty pleasures

The augmented reality issue includes content about comedian David Walliams' "guilty pleasures", Louis Walsh's top five celebrities and an opportunity to join singer Leona Lewis on a farm.

Heat has teamed up with Engine Creative and augmented reality company Aurasma to develop exclusive augmented content for readers via smartphone or tablet devices.

The augmented reality content, which is available now, can be accessed through a standalone Heat Extra app built on Aurasma's platform, for iOS and Android users.

Heat publisher Bauer has also devised an augmented reality treasure hunt, in which readers are able to win prizes by finding the Heat TV icon on one off the pages.

The augmented reality issue has been timed to coincide with this week's launch of Heat TV.

As Media Week revealed in May, Bauer Media pulled the pug on Q TV after nearly 12 years to be replaced by Heat TV.

Other magazines to have recently used augmented reality technology include Hello! and Tatler, for their respective Diamond Jubilee issues.

Follow Sarah Shearman on Twitter @Shearmans

This article was first published on mediaweek.co.uk

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