Bauer Media heat extra Augmented Reality weekly Magazine

The Challenge

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

Insight

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 all entertainment news. Brand extensions including heatworld.com, heat radio and newly launched 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.

Output

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 for iOS and Android we unlocked the potential for Augmented Reality (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 plus an opportunity to join Leona Lewis on the farm!

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.
Campaign received unprecedented social media exposure from heat consumers and celebrities alike.