I always wanted to work for Esquire. The magazine has great editorial pieces, and over the last couple of years leads the way in integrating digital elements into its magazines. For example, we all remember when Esquire shelled out a lot of money to put Christmas lights on the covers of its magazine for its 75th anniversary. Pretty cool, pointless, but no other magazine was doing that. Well, Esquire is at it again, this time using augmented reality. It’s like a cell-phone application for your magazine. Buy the upcoming issue of Esquire and sign-up for the app on Esquire’s website and you can have Robert Downey Jr. talking to you on your computer. Flip through the pages to the fashion section and the model will come alive on your screen and model the style through the different seasons.
Some people may not see the point in Esquire’s augmented reality issue. There is not much interaction, but in today’s world and with the direction the media is taking in this digital age. Esquire’s innovation sets it apart from the competition. What are your thoughts on this augmented reality application? Do you think Esquire will gain new readership, strengthen brand loyalty, etc? Will you buy this issue and what magazines or newspapers do you see or hope to see follow suit?