CANNES \u2013 What does drinking beer and scaling Mt. Everest have in common? For Sports Illustrated, it was an issue dedicated to augmented reality with Coors Light tagging along in a \u201chigh-touch, custom-created solution.\u201d<\/p>\n

The May 8 issue of SI was an AR-lover\u2019s dream as it enabled readers to scan its content without the use of QR codes and to share the experience of two climbers and a 360-enabled camera crew throughout the ascent. Even the Coors ad on the front cover flap could be activated via image recognition software, as PSFK reports<\/a>.<\/p>\n

The Coors integration and others like it \u201call starts with a deep conversation,\u201d Time Inc.\u2019s SVP of Sales, Andrew Snyder, says in this interview with Beet.TV at the Cannes Lions Festival of Creativity. \u201cIn fact, many of the conversations look and feel a lot like the ones we\u2019re having here in Cannes, which start with a creative concept.\u201d<\/p>\n

From there, it\u2019s a matter of finding \u201cthe right type of platform, the right type of innovation, the right type of treatment for the brand,\u201d Snyder adds. \u201cWhen we get that right, it creates much deeper engagement, much more success.\u201d<\/p>\n

Overall, the groundbreaking SI issue \u201cwas a fun way for us to bridge the digital world and the VR world legacy of our company deeply rooted in print.\u201d<\/p>\n

Like other publishers, Time Inc. has been surfing the wave of all-things-digital by following consumer preferences and testing emerging platforms. Its \u201cholistic view\u201d led it to acknowledge early on that people weren\u2019t watching video just on destination properties like those of its own brands, prompting it to launch a syndicated platform. \u201cWe\u2019ve been aggressive in responding to that,\u201d says Snyder.<\/p>\n

Within the last couple of years the company also perceived \u201ca big uptick\u201d in the number of video views occurring on social media platforms. Not only did Time Inc. begin pushing more video content into social, it launched brands like Well Done<\/a> \u201cthat live entirely in social media.\u201d<\/p>\n

Looking ahead, Synder sees no ebbing of the digital tide in the near future.<\/p>\n

\u201cOne of the things that really strikes me is that if you look out over the next several years, there\u2019s approximately 20 billion dollars in new digital video investment coming into the market,\u201d he says. \u201cThere are a limited number of companies that have the full scope of assets to fully compete for that opportunity to land their fair share. We believe we\u2019re one of them.\u201d<\/p>\n

This video is part of Beet.TV’s Coverage of Cannes Lions 2017. For more from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES \u2013 What does drinking beer and scaling Mt. Everest have in common? For Sports Illustrated, it was an issue dedicated to augmented reality with Coors Light tagging along in a \u201chigh-touch, custom-created solution.\u201d The May 8 issue of SI was an AR-lover\u2019s dream as it enabled readers to scan its content without the use […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6588],"tags":[3881,5041,6627,6628,6629,6630],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46864"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=46864"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46864\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46864"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46864"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46864"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}