Esquire has dressed up its February issue with augmented reality and geo-tagging technology to create several interactive adventures for its readers.
For starters, the magazine’s cover model, Brooklyn Decker, can be "found" in over 700 Barnes & Noble stores across the country. Esquire partnered with Barnes & Noble and AR platform provider GoldRun to create the campaign, which prompts readers to locate, interact with, and take pictures alongside the beautiful model in any Barnes & Noble store. Once users download the free GoldRun app onto their GPS enabled iPhones and hold up the device within 50 yards of that store's magazine area, they can view Brooklyn - dubbed by the magazine as one of the sexiest women in the world - on their screen as though she were actually present in their surrounding environment.
Esquire's Logo Letters
In another campaign in the same issue, readers can track down the letters of the Esquire logo (as re-imagined by New York City-based creative studio Tronic) in one of several cities. GoldRun has assigned specific latitudes and longitudes to the seven letters that make up the Esquire logo in New York, Los Angeles, San Francisco, Boston, Washington DC, Chicago, and Philadelphia.
Users can use the GoldRun app on their iPhones to locate and take pictures of the letters near or around seven iconic landmark locations in each city. Readers can take photos of themselves interacting with the letters at locations ranging from the Hollywood sign in Los Angeles to the Empire State Building New York City.
This is not the first tech-oriented cover concept Esquire has run: in October 2008, in celebration of its 75th anniversary, Esquire issued a limited-edition electronic-ink cover proclaiming "The 21st Century Begins Now" where words and images on the cover moved and changed.
In February 2009, Esquire created a peel-open trapdoor on the cover that revealed a mini table of contents.
The May 2009 issue had a perforated "mix-and-match" series of consecutive covers featuring George Clooney, Obama and Justin Timberlake that allowed readers to create their own cover composed of different parts of each man's face.
And in December 2009, it teamed with The Barbarian Group to create an interactive augmented reality issue that caused the magazine's pages, and cover subject Robert Downey Jr., to come to life.