heat Offers AR ‘Magic Moment’ at Tonight’s National Television Awards

heat magazine has launched an augmented reality competition for the National Television Awards. Studio audience members who have the Heat Extra app will get the chance to win £1000 by scanning the competition page in their event programme at an all-important 'Magic Moment'. The winner will be the person who scans as close to the right time as possible. Scanners will be met with a video of heat’s Editor-in-Chief, Lucie Cave, telling them if they have won.

The women’s magazine has made a big commitment to AR technology, featuring interactive content in the publication every week since July last year. The Heat Extra app has had 65,000 downloads across iOS and Android. At its peak, the magazine sees more than 200,000 page interactions.

The AR content is built by Engine Creative using the Aurasma platform. As well as regular features, the creative agency has run a few bespoke campaigns, including a Tom Daley AR competition during the Olympics. Readers had to answer 'yes' or 'no' on a number of questions to get the Olympic swimmer to strip...

Phil Christer, Creative Director at Engine Creative, told us: “Our work with heat magazine is bringing AR to the mainstream in a big way. Not only are we using it more regularly than many other publications, but the use of an AR competition at the National TV Awards will create huge awareness of the technology.”

He has promised even more AR stuff going on in the publication and more event-based use in the coming year.