The Challenge

Bring celebrity news to life for readers by making Augmented Reality work for an established weekly magazine.

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Launched in 1999, heat magazine is the 'original must have celeb weekly'. With a readership of just under 1.5 million per issue, the majority of which are female 15-34 ABC1 consumers, heat magazine has established itself as a hugely successful go-to brand for everything entertainment. Brand extensions including, heat radio and heat TV have cemented the brand's place within modern popular culture. With our extensive background in creating Augmented Reality (AR) campaigns, Engine Creative was tasked with the mission of bringing innovation and excitement to the magazine using heat's quirky and witty brand style. We took the distinctive brand to the next level by aiming to achieve a greater level of interactivity between the brand and the heat reader using AR.


Working alongside the heat editorial team to create exclusive 'augmented' content for readers to access via their smartphone or tablet devices, Engine Creative has continued to lead from a creative and technical perspective throughout the project. By creating and developing the 'heat extra' app we unlocked the potential for AR within heat magazine providing a truly interactive and engaging reading experience. The first augmented edition of heat magazine featured a twelve page entertainment special with AR content including an insight into the guilty pleasures of David Walliams. The AR Scan it! feature has remained a key way for users to engage with new heat content as the heat extra app has evolved. A huge variety of dynamic creative AR content including event specific competitions, guerrilla marketing for the heat Rich List where users can turn a fiver into £500, weekly feature driven content and unique brand partnerships has cemented AR as an innovative and engaging digital platform for the heat brand.
The Payback
  • Over 200,000 page interactions in one week
  • An average CTR 7.8% and up to an incredible 64.5%
  • Awarded a prestigious 'Drum Marketing Award' in the Brand Development / Brand Extension Strategy of the Year
  • First entertainment weekly to integrate Augmented Reality into the magazine on a weekly basis.
  • Unprecedented social media exposure from heat consumers and celebrities alike

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