Metro Herald and 3e’s fyi. programme have teamed up to introduce ‘blippar’ into the Irish market and produce “the world’s first Augmented Reality-enabled newspaper”.
For this week, Metro Herald will produce five ‘smart editions’ of the augmented reality-enabled newspaper, where the blippar technology has been used across selected editorial content and advertising.
In partnership with 3e’s interactive news programme fyi, readers will be able to engage with a daily ‘What the Blipp?’ feature which will take them to additional video content, provided by fyi.
Blippar will be used across additional editorial content including: a guilty pleasures daily poll, daily crossword answers, email the mailbox (letters page) and by blipping the masthead readers will be able to see an introductory video explaining how blippar works.
Brands such as Aer Lingus, Jack Daniels, Miller, The Natural Confectionary Company and Universal Pictures International Ireland have signed up to augment their adverts.

How blippar works
Blippar works by using a smartphone’s in-built camera to recognise things in the real world and then 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, a 3D product experience or an augmented reality game.
“We know 70% of our readers now own a smartphone and internet usage via their handset is very high. 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,” says Kieran Forde, marketing manager for Metro Herald.

More: www.e-metroherald.ie

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