Initiative will "go beyond other media brands' experimentation with the tech."
The Independent has plunged itself into the augmented reality pool by teaming with AR solutions provider Blippar to launch Independent+, which integrates the digital technology into daily editorial features.
As of today (April 23rd), readers will be able to use the Blippar app to bring news to life via digital media content – galleries, audio, video – with the platform running across news, opinion, sport, arts, entertainment and more.
Zach Leonard, MD of digital at The Independent, said: "We are proud to be the first newspaper to fully integrate Blippar into our editorial workflow. The launch of Independent+ highlights our continued investment in digital innovation, adding even more value and another new dimension to The Independent’s content, and allowing consumers yet another pioneering way to interact with our quality editorial across every channel.
"There is also significant potential for our commercial partners and agencies to extend clients’ ad campaigns and sponsorships through the platform."
Stephen Shaw, Blippar's head of media, added: "The Independent is leading the way in being the first paper, worldwide, to fully integrate Blippar into their news editorial workflow. The ability to instantaneously take the reader from the page to a deeper, more engaging online news experience is a very compelling offer and one we expect the readers to embrace in the coming weeks."
The Indy claims to 'go beyond other media brands’ tactical experimentation with the technology, which is available for iPhone, iPad, and Android devices.