The News Alive app, available for Apple iOS devices, allows readers to activate digital content simply by pointing their iPad or iPhone's camera at the newspaper. App-enabled areas in the print edition are denoted by an "Explore here" icon (pictured at right).
Readers yesterday could see a fully animated 3D masthead for each title, a video of the editor discussing the day’s content, and the bank’s new TVC.
News Alive is also used to display an interactive 3D model of a featured real estate property and present 360-degree location views within travel content.
The launch coincides with a rebranding effort for Commonwealth Bank. News Sales Australia supported the launch with branding within each masthead, a TVC and a promotional EDM.
Andy Lark, CommBank’s chief marketing and online officer, said the initiative fits in with CommBank's marketing plan because the bank is focusing on technology and innovation to make banking easy for its more than 10 million customers.
The app was built as a customer-centric effort for CommBank, in response to their brief, but could be adapted in the future for other clients if appropriate for their needs, according to a spokesperson.
Fairfax Metro Media, publisher of The Sydney Morning Herald and The Sun Herald, also recently launched an app aimed at delivering digital content to print readers, although that effort lacks the augmented-reality element.
Demo video:
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