Sainsbury’s magazine has launched its first interactive issue using Aurasma technology.

Produced by content marketing agency, Seven, the October issue will feature interactive print ads from brands such as, John West alongside editorial pages enriched with augmented reality (AR) content.

The interactive elements include how-to videos from top chefs Mark Hix and Sam Harris, a message from the editor, Helena Lang, competitions, and a split-screen video cover which also comes to life.

The static print ads within the publication are also given the AR treatment giving advertisers a bespoke way of enhancing their prints campaigns. With brand advertisers increasingly interested in AR technology to engage with customers immersive layered video and ‘tap to buy’ features have been added.

To access the AR content readers will have to download the free Aurasma Lite app onto their smartphone or tablet and hold their device over the page.