In Style magazine uses 3-D to enhance holiday gift guide

Although, to me, it seems like something that readers might find only fleetingly interesting, In Style magazine has created a December holiday gift guide using “augmented reality” technology to make some advertisements three dimensional. As a story in Folio: describes it:

The initiative, called Gifting in 3-D, generates a three dimensional gift box on readers’ computer screens when they log online and hold the pages from the promotional section up to their computer’s camera. The 3-D gift boxes open to branded video content from each individual advertiser. The initiative also will feature sweepstakes offers and “click-to-buy” functionality.

“Our goal was to create an entertaining, engaging ad program that would drive consumers to the point of purchase,” InStyle publisher Connie Anne Phillips told FOLIO:. “It had to be unlike anything anyone had ever seen in publishing.”

InStyle has a dozen advertisers—including luxury fashion, jewelry, beauty and technology—on board for the 3-D promotional package. The issue is on newsstands November 20.