The Independent this week claimed to be the first newspaper to integrate "augmented reality" into its daily editorial mix.
It is using the Blippar app to enable readers to access video, picture galleries and story updates by hovering the camera of their smartphone over the page.
The paper has been making extensive use of the technology this week.
Here is the announcement in full from the Independent:
The Independent is to be the first newspaper brand to fully integrate augmented reality into its daily editorial content, with the debut of ‘Independent+’.
Officially launching on 23rd April, Independent+ will allow readers to use popular augmented reality app Blippar to bring print stories instantly to life with additional digital and multimedia content. Available daily from tomorrow, the feature goes beyond other media brands’ tactical experimentation with the technology – extending across the full range of The Independent’s news, opinion, sport, arts & entertainment and other features.
Using the widely available Blippar app, Indy readers can scan selected articles with an Independent+ icon in the paper, bringing the stories to life with more in-depth content, galleries or audio and video. Users can also share their opinions through simple polling or voting tools.
The app will be rolled out across iPhone, iPad and Android devices and can be downloaded and installed for iPhone at www.independent.co.uk/indyplusiphone, or for Android at www.independent.co.uk/indyplusandroid.
Zach Leonard, Managing Director for Digital at The Independent said: “We are proud to be the first newspaper to fully integrate Blippar into our editorial workflow. The launch of Independent+ highlights our continued investment in digital innovation, adding even more value and another new dimension to The Independent’s content, and allowing consumers yet another pioneering way to interact with our quality editorial across every channel. There is also significant potential for our commercial partners and agencies to extend clients’ ad campaigns and sponsorships through the platform.”
Christian Broughton, Digital Editor at Independent.co.uk said: “We are committed to keeping our readers up to speed with the latest news and trends, and Independent+ allows us to do this, giving readers of the print edition access to real-time online updates and additional engaging content.”
Stephen Shaw, Blippar's Head of Media said: "The Independent is leading the way in being the first paper, worldwide, to fully integrate Blippar into their news editorial workflow. The ability to instantaneously take the reader from the page to a deeper, more engaging online news experience is a very compelling offer and one we expect the readers to embrace in the coming weeks".