Fashion magazine ELLE and HuffPost RYOT, a virtual reality content studio, have partnered to create an augmented reality (AR) experience. It will bring ELLE's Women in Hollywood to life for readers.
Utilizing HuffPost RYOT and Verizon's proprietary AR/VR/360 platform, Envrmnt, through the ELLENow app, readers get an immersive content experience by hovering a mobile device over any one of ELLE's eight November covers.
The users can view an exclusive video interview featuring Kristen Stewart, Lupita Nyong'o, Amy Adams, Anna Kendrick, Aja Naomi King, Felicity Jones, Helen Mirren, and Kathy Bates that comes to life within the frame of the magazine cover.
The issue hits newsstands on October 18; an event to celebrate the Women in Hollywood takes place in Los Angeles on October 24.
ELLE is the first Hearst Magazines brand to partner with HuffPost RYOT, with more brands scheduled for 2016 and 2017. By embedding Envrmnt inside the ELLENow app, readers stay seamlessly within the brand, rather than use a third-party app to activate the AR.
AR functionality on the ELLENow app currently supports Apple devices, with Android coming soon.