1. Premium Issue
Roxanne Pratley

2. EXECUTIVE SUMMARY
Augmented Reality (AR) and Virtual Reality (VR) are becoming a popular way to connect with consumers. These methods are no longer confined to extreme forms of advertising and experiences. Living in this digital era, people are increasingly becoming aware of the advancements in technology, resulting in AR and VR and being more mainstream and accessible.
Due to digital versions of the magazine being available, subscriptions to their print magazine have fallen. Producing an interactive issue of the publication will blend the boundaries of print and digital and bring new life to the print publication. This issue will have a higher price but will include
one of Wired’s own versions of the Google Cardboard. The campaign will launch in May 2017 to coincide with the editorial calendar for the Tech for Britain awards in June 2017.
Each page will be interactive, including the advertising campaigns from brands, alongside editorial pages enriched with AR content.
The front cover is a video exploring the covers landscape, and the editorial note will be a video message from the editor.
The articles will include AR elements on each page such as videos for additional content. For example, talks with experts on how the world will be in 15
years will contain a VR video
feature (viewed through the Wired cardboard) to show a visual of their description. The technology review sections will include an AR feature of the piece of tech for consumers to look around the product.
The campaign will be promoted through paid programmatic advertising and earned media through online PR. This will include connecting with key influencers that are popular with the target audience on Instagram, Facebook and blog sites and a press release distributed via PR Newswire. We will specifically target
technology bloggers such as Gadget Geek due to their large following from our target market.
All display advertising will be behaviorally targeted to optimize the value per impression and will be prominent on all major portals and the google display network. The creatives served will show three rotations where appropriate to showcase different elements of this issue and be sized to fit on multiple devices. We will also create in app placements on popular games with the target audience.
Sources: Gadget Geek, Wired,

3. THE INTERACTIVE ISSUE USP Objective Strategy
To encourage millennials to purchase the June 2017 issue print version of the publication.
By creating an interactive issue which utilizes augmented reality and virtual reality technology.
The only printed publication to produce an all – interactive issue.

4. REACH THE TECHYS
The current audience is yr olds with an income of £75k and works in the high tech industry.
AKA Jack. He works for Activision Blizzard, a games publisher, working and living in London.
He is 26 years old.
He has a keen interest in technology, news and science and always keeping up to date with the news in tech advances.
New market:
ABC1’s
Age 20–30
Income starting at £30,000
Works or has interest in technology, news and science.
Works and lives in London and the surrounding areas.
Sources: Wired, YouGov,:

5. AR VARIETY
AR Ads
Editors note in video format
The front cover will be a moving picture that allows the reader to explore the animated wired landscape.
Elements of this have appeared in The New Yorker Magazine which issued an AR cover. This resulted in an increase in sales and substantial online coverage.
All ads will be feature AR such as Mini Cooper, Vespa & Timberland
Instead of the written editors note, the AR placement will be a video voice note from the editor.
Tech reviews
Interactive cover
Videos for additional content
The pieces of tech that are being reviewed will have an AR feature which enables the viewer to see around the technology and take a closer look.
Videos will be enabled on various pages to provide additional content.
Sources:

6. The press release will be distributed via PR Newswire
BREAKING THE BARRIERS OF PRINT AND DIGITAL
Example Press Release
The award winning tech publication Wired have crafted a premium issue of the print magazine which aims to blur the boundaries of print and digital. The issue is to release in July 2017, being available to subscribers from June.
The issue will be the first of its kind to have augmented reality (AR) and virtual reality (VR) on each page. There will be no standard print. Each being open to interaction through the Blippar app.
The press release will be distributed via PR Newswire

7. DISPLAY ADS
All display advertising will be behaviorally targeted and served programmatically to optimize value per impression. The creatives will appear in three rotations where appropriate and target that consumer for the length of the campaign. These ads will appear on multiple devices on the following:
Major portals such as Buzzfeed & Yahoo
The Google Display Network
Technology blogs such as Gadget Geek
Instagram & Facebook sponsored ads
In-app placements in popular games for this target audience
Versions of the creatives will be scaled to fit the following displays:
Online : Leaderboard (728x900) Pop Under (720x300) XLBillboard (970x250)
Mobile: MPU/Sidekick (300x250)

8. PROGRAMATIC MOCK UPS
Pop Under (720 x 300)
MPU 300 x 250

9. INFLUENCERS - INSTAGRAM
To create a buzz around the campaign, Wired will use key technology influencers that are popular with the target audience. They will receive a free copy of the issue before it has been released to post about the magazine, AR & VR content.
The target audience of wired magazine are either working in Technology or have a big passion for it. They are extremely tech savvy, spending most of their day online, researching and follow like-minded profiles on Instagram and blog sites.
The following Instagram influencers have
been selected through Cision:
BeautyOfTechnology 136k followers
Austin Evans – 54.4k followers
TLD – 40.4k followers
Unbox therapy 99.7k followers
Sources: Cision, BeautyOfTechnology, AustinEvans, TLD, UnboxTherapy

10. BLOGGERS
The following bloggers are popular go-to sites for tech news and have been selected through Cision:
The bloggers will be approached in the same way with a free copy of the premium issue before the release date. They will post content showing the public sneak peaks to create a hype before the big release.
Gadget Geek
Zath
Tech World
Sources: Gadget Geek, Zath, Tech World

11. References
Beauty Of Technology (2017) [Instagram]
Available at: Accessed on 28/02/2017
Cision (2017) Cision Available at: Accessed on 28/02/2017
Gadget Geek (2017) About Available at: Accessed on 28/02/2017
New Yorker (2016) Cover Story: Christoph Neimann’s “On The Go” Available at: Accessed on 28/02/2017
TDL (2017) [Instagram] Available at: Accessed on 28/02/2017
Technabob (2016) Mini Augmented Reality Ads Hit Newstands Available at:
Accessed on 28/02/2017
Tech World (2017) About Available at Accessed on 28/02/2017
Unbox Therapy [Instagram] Available at:
Wired (2017) About Available at: Accessed on 28/02/2017
Wired (2016) Wired Magazine Available at: Accessed on 28/02/2017
YouGov (2017) Profiles Lite Available at: Accessed on 28/02/2017
Zath (2017) About Available at: Accessed on 28/02/2017