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Lucky Gets Interactive

lucky tag.jpg

Forget iPhone apps, magazines are starting to develop more interactive ways to get readers involved in the content on the page and keep them coming back to the magazine after checking in on their smartphone or computer.

One huge example we saw of this recently was the augmented reality content offered up by Esquire and InStyle at the end of last year. Now shopping magazine Lucky is testing the waters with an interactive application of its own. Starting with its March issue, on newsstands next week, Lucky‘s editorial and advertising pages will feature a Microsoft Tag — a black and white bar code like symbol that, when photographed by a Web-enabled smartphone, will direct a reader to additional content like videos featuring Lucky editors.

The March issue will have six editorial tags among its pages, and Lacoste and Bing ads will have tags that will take readers to the Web.

“At Lucky we don’t believe in using cutting-edge technology just for the point of using it,” editor-in-chief Kim France said in a statement about the new technology. “This one makes so much sense because it is incredibly intuitive and useful for our readers.”

Related: Preview Esquires‘s Augmented Reality

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