Red Bull magazine uses augmented reality

Their Issue 25 for October, 2009 incorporates the hottest technology. Reggie Bush, NFL running back for the Saints football team, stands statically on the cover – until you point your copy at a webcam.

Then Reggie audibly and visually begins to "give you a taste of New Orleans, Red Bull style." On an inside page, Ryan Sheckler shows off his championship skateboarding prowess on the streets of Cuba. Nine pages of the magazine that are identified with a bull’s eye come alive with animation, film, and audio. A demo can be seen on YouTube.

Bull's eye - a augmented reality project from Red BullImagination Computer Services GesmbH, a spin-off from the Vienna University of Technology, provided the technology, and Red Bull provided the venue. What could be more exciting than magazine articles covering X-type sports which come to life in your hand. The instructions to access the augmented reality additions to the magazine are simple:

1. Turn on your computer’s webcam or any other webcam.
2. Hold the magazine in front of the camera.
3. Enjoy Red Bulletin Print 2.0.