A Canadian publisher has launched a campaign targeting 12-17 year old girls using an augmented reality app to enhance the traditional experience of reading books. The campaign was launched with an in store promotion that allowed users to scan a bookcase to find hidden treasure (follows the book's story line as well) and if they didn't have a smart phone with them there was one there in the store to use. We are seeing lots of these sorts of interactive campaigns pop up from both book publishers and traditional print media as they aim to bridge the gap between traditional media and the new wave of technology coming along. Ultimately people are going to end up reading the books on their phones and tablets but it's refreshing to see companies trying to come up with an innovative alternative that appeals to a whole new audience.
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