ABENTEUER UND REISEN: See more and discover more with augmented reality
Germany’s largest travel magazine has 95% of their app users accessing AR experiences within their printed editions
Abenteuer und Reisen – meaning adventure and travel in English – is a travel magazine which focuses on long-distance travel, city trips, lifestyle and the outdoors. As an authentic adventure magazine, they strive to present the excitement of traveling ranging from trekking tours to the most beautiful beaches to unknown cities and regions. With 10 annual editions per year, they reach an impressive 470.000 readers per issue.
The company wanted to allow their readers to delve deeper into exciting topics and to interact much more intensively with the content. The idea was to add a captivating feature to their magazine that would provide unique insights into distant countries and journeys, triggering further interest and interaction through extra content such as videos, animations, podcasts, downloadable city guides, and helpful tools to stimulate and allow for perfect trip planning.
To allow readers to go beyond the physical magazine pages, developers at WDV created an AR App that offers users additional digital and interactive content “to go”.
Readers can download the AR app, free of charge, and use their smart devices to scan targeted images of the magazine that will then display augmentations in the form of videos, slideshows, 360-degree panoramas, sound, 3D Animations, and even downloadable content.
The magazine’s AR usage metrics speak for themselves: not only are 95 % of app users accessing the augmented content, but the vast majority are also often returning multiple times. AR technology is also offering a new platform for advertisers. This means destinations, tour operators, airlines and hotels partners can use AR to create a more intensive brand and product experience. Naturally, this has been leading to a dramatic click rate increase, especially when the magazine (as a push medium) dovetails with promotion videos. The advantages are undeniable: more information, more service and, above all, more entertainment.
Peter Pfänder | Editor-in-Chief of ABENTEUER UND REISEN/ wdv-Group
THE AR APP DEVELOPER
The wdv-Group is an experienced content marketing specialist that produces cross-channel concepts and media in all communication disciplines as well as publishing its own consumer publication ABENTEUER UND REISEN. They have been consistently developing their augmented reality offerings in recent years.
THE AR TECHNOLOGY
This AR feature is used to detect, track and digitally augment 2D images – ideal for augmenting customized image targets, magazines, books, user manuals, packaging, catalogs, coasters, gaming cards and much more.
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