Sports Illustrated magazine has finally made their content available to iPhone users. To entice people to give the free app a try, SI has included an augmented reality tool. When users hover the opened app over a section of the magazine, exclusive content appears.

For example, if you hold the phone over this week’s gatefold NCAA tournament cover, you’ll see video announcing SI’s college basketball awards, tournament insight from Senior Writer Seth Davis and more.

“So often the conversation about technology revolves around new devices,” explained Terry McDonell, Time Inc.’s Sports Group Editor-in-Chief. “What we’re really excited about is the potential to use technology to bring print pages to life in surprising ways.”

It’s a cool idea, but as with QR codes, who knows if people will actually use it. But it might be worth a shot if it can help you win the office pool.