Popular Science is First Consumer Magazine to Deploy Aurasma's Augmented Reality Technology, Bringing June Cover Story to Life

NEW YORK, May 23, 2012 /PRNewswire/ -- The June issue of Popular Science will be the first monthly U.S. consumer magazine to bring an editorial feature to life by way of a new augmented reality technology from Aurasma that unites the physical and virtual worlds to deliver a unique and interactive experience for readers.

The editors of Popular Science joined with augmented reality pioneers at Aurasma for the magazine's Invention Awards issue, an annual feature profiling ten inventors of potentially world-changing technologies. In addition to the stories in the magazine, Popular Science readers will have the opportunity to watch supplemental videos of the inventors in action by downloading the free PopSci Interactive app, powered by Aurasma, from the App Store or Google Play.

To see a short video clip of this experience click here.

By aiming an iPad, iPhone or Android smartphone or tablet at certain pages in the magazine,  readers will activate an "Aura" — an augmented reality action, such as a video or slideshow, overlaid on a static image — and will instantly be able to view and interact with this additional content.  The reader can also use the in-app "screen capture" button to share the augmented reality experience via Facebook or Twitter, making it possible for others to see the digital overlay even without the magazine.

"Our June issue is already bursting with information, and this technology allows us to go ahead and overflow the riverbank," said Popular Science editor in chief Jake Ward. "It's for anyone who has ever wondered what it would be like to meet someone from our pages in real life. Aurasma has a very powerful effect on readers - it's like being able to step into the magazine's content and walk around."

By combining Aurasma's state of the art image recognition software with Popular Science's print and digital content, Aurasma seamlessly transitions the magazine's static photographs into engaging videos which reveal a richer story that goes beyond the printed page.  Because Aurasma has the ability to recognize and understand the real-world, there's no need for QR codes, embed tags, markers or other visual trickery, making it easy for the magazine to implement this augmented reality experience without sacrificing space or disrupting the reader.  

"Augmented reality allows more traditional forms of media to bring previously static printed stories and images to life, thrusting them into exciting, uncharted territory," said Jennifer Rapp, general manager of Aurasma. "The Invention Awards issue from Popular Science couldn't be a more fitting vehicle to introduce the integration of this technology in editorial content."

The June issue of Popular Science will be available on newsstands and tablet on May 22.

About Popular Science

Popular Science is part of the Bonnier Technology Group, which also includes Popular Photography, American Photo, Sound & Vision, popsci.com, popphoto.com, americanphotomag.com, and soundandvisionmag.com. Founded in 1872, is the world's largest science and technology magazine, with nearly 7 million readers. Each month, Popular Science reports on the intersection of science and everyday life, delivering a look at the future now.

About Aurasma

Aurasma is the world's leading augmented reality platform that merges the physical world with the virtual. Available as a free app for iPhones, iPads and high-powered Android devices or as a free kernel for developers, Aurasma uses advanced image and pattern recognition to recognize and understand real-world images and objects in much the same way as the human brain does. It then seamlessly blends the real-world with rich interactive content such as videos and animations called Auras.  Auras can be created for printed images, product packaging, clothing, physical places and users can even use the app to create and share their own.

Since its launch in June 2011, Aurasma has had more than three million downloads. Over 4,000 partners in markets including retail, fashion, sport, automotive, consumer electronics, entertainment, advertising and publishing are using the free technology in their campaigns, on their products or embedding the technology in their own applications. Aurasma was developed by and is part of software company Autonomy an HP Company.

For more information on Aurasma, visit:
http://www.aurasma.com
http://www.youtube.com/user/AurasmaLite
http://www.facebook.com/aurasma/
http://www.twitter.com/aurasma/

SOURCE Aurasma; Popular Science