Blippar Powers the First Augmented Reality Newspaper

Irish free newspaper Metro Herald, and Irish broadcaster 3e’s weekday interactive news programme fyi, have teamed up to launch the blippar mobile Augmented Reality (AR) platform into the Irish market. All this week, Metro Herald will be producing five ‘smart editions’ of what it claims is the world’s first full AR newspaper, where the interactive blippar technology has been utilised across selected editorial content and advertising.

After downloading the blippar app for Android or iOS, readers will be able to ‘blipp’ a daily feature in the paper, in order to access additional video content, provided by fyi. Metro Herald will also be using blippar across additional editorial content, including a ‘Guilty Pleasures’ daily poll; daily crossword answers; and the letters page. Readers can also access a step-by-step video, explaining how blippar works, by blipping the masthead.

Brands including Aer Lingus, Jack Daniels, Miller, The Natural Confectionary Company and Universal Pictures International Ireland will be augmenting their ads and bringing their Metro Herald print ad to life, using the blippar technology.
Blippar works by using a smartphone or tablet’s in-built camera to recognise things in the real world and instantaneously provide users with digital connections, information or interactive entertainment on their device’s screen. No scanning or photo-taking is needed, users simply hold their device up to (or hover over) anything blippable for an instant response such as a web link, video, coupon, 3D product experience, or an AR game.

“We know 70 per cent of our readers now own a smartphone and internet usage via their handset is very high,” says Metro Herald marketing manager, Kieran Forde. “Therefore, as a newspaper, we are always looking for ways to embrace smart technology and make our product as interactive as possible. We have already launched QR Codes and an Augmented Reality campaign with Mazda into the Irish print market. We believe that blippar will now allow us to take Augmented Reality to the next level by offering instantaneous engagement that empowers readers to interact, discover, play and engage with editorial content and advertising in a quick and seamless way.”

You can see the AR editions of Metro Herald online all this week here.