Taken from the press release:
Random House Children’s Books (RHCB) and Transworld Publishers (TWP) have teamed up with
Aurasma, the world’s leading augmented reality platform, to bring bestselling authors Lauren Kate
and Sophie Kinsella’s book jackets to life.
When fans download a free app on their Smartphone then hold their device over the front cover of
the book, the jacket images will come to life. Special video messages from the author can also be
viewed by ‘scanning’ the author photos on the book jackets. The app, which works on iPhone and
Android Smartphones, as well as iPad 2 and iPod touch, uses Aurasma’s ‘virtual browser’ to
recognise trigger images through the phone’s camera, which then generate video content directly
onto the device’s screen.
Fans of Lauren Kate can download the FALLEN BOOKS app and bring the front cover of Fallen in Love
to life. The SOPHIE KINSELLA app will activate Sophie Kinsella’s new novel I've Got Your Number.
Aurasma is the world’s first visual browser – a new augmented reality technology that merges the
physical world with the virtual. Available as a free app for iPhone 3GS, 4, 4S, iPad2 and high-powered
Android devices or as a free kernel for developers, Aurasma uses advanced image and pattern
recognition to recognise and understand real-world images and objects in much the same way as the
human brain does. It then seamlessly blends the real-world with rich interactive content such as videos
and animations called “Auras”. Auras can be created for printed images, product packaging, clothing,
physical places and users can even use the app to create and share their own.
Since its launch in June 2011, Aurasma has had more than three million downloads. Over 2,000 partners
in markets including retail, fashion, sport, automotive, consumer electronics, entertainment, advertising
and publishing are using the free technology in their campaigns, on their products or embedding the
technology in their own applications. Aurasma was developed by and is part of software company
Autonomy – an HP Company.
How cool is that.