Bazaar’s Cover To Be Transformed: Zappar App to bring Harper’s Bazaar “To Life”
by Daniel Haim
Hearst Magazines UK, Hearst Corporation’s principal UK business, and Zappar, the world’s most powerful augmented reality App, have today announced a partnership that will bring the December covers of Cosmopolitan, Company and Harper’s Bazaar to life.
The special moving image Zappar enabled covers include a sensational ground-breaking Harper’s Bazaar cover featuring five of the world’s top supermodels (on sale Thursday, November 3); singer Jessie J on the cover of Cosmopolitan (on sale Monday November 7) and TV presenter Caroline Flack on Company’s December cover (on sale November 10).
Consumers who purchase the magazines can bring the covers to life using the Zappar App which is available free of charge from iTunes or the Android Market Place. The exclusive content plays on the handheld device directly from each magazine cover.
For Harper’s Bazaar, users can watch an exclusive behind-the-scenes clip of the much talked about December covershoot which took place at the Savoy earlier this year as part of a short film for Duran Duran directed by Jonas Akerlund, in association with Swarovski. The Bazaar December cover and behind-the-scene Zappar content features supermodels Naomi Campbell, Cindy Crawford, Eva Herzigova, Yasmin Le Bon and Helena Christensen as well as cameo appearances from designers Domenico Dolce & Stefano Gabanna.
Cosmopolitan readers who use the Zappar app, can watch coverstar Jessie J talking to them directly about the up-and-coming Cosmopolitan Ultimate Women of the Year Awards (November 3 at Banqueting House). Editor, Louise Court, also comes to life on the Editor’s page, introducing readers to the December issue.
Meanwhile, Caroline Flack on the cover of Company, introduces readers to the ‘Little Black Dress’ December issue. Company Editor Victoria White introduces readers to the December issue through her Zappa-enhanced editor’s page.
Arnaud de Puyfontaine, Chief Executive, Hearst Magazines UK says: “Interacting with our readers beyond the printed page is a key part of our business strategy so we are delighted to be partnering with Zappar to bring this exciting and innovative technology to our portfolio of brands. This partnership further demonstrates the many ways in which we can enhance our brands, from apps to mobile sites, providing our readers and web users with that all important multi-media, interactive experience.”
Caspar Thykier, Managing Director for Zappar adds, “We are thrilled to be working with Hearst Magazines UK on such iconic brands showcasing exclusive content. The potential for future publishing & content delivery models using Zappar are fascinating. Being able to explore these avenues with such a fantastic stable of brands is a real privilege.”
The Zappar partnership is among a number of new digital product initiatives embraced by Hearst Magazines UK. Last week, Hearst Magazines UK made 21 of its ipad titles available on Apple’s newsstand while ELLEUK.com partnered with Nokia to promote the phone manufacturer’s latest smartphone handset.
You can, and should download Zappar right here.
Here’s an example of what Zappar did with Wired Magazine