IRobot is leveraging augmented reality to bring readers of Popular Science magazine a 3D experience showing the inner workings of the Roomba robotic vacuum cleaner.

The ad appears in the November issue of Popular Science and is viewable by anyone with a smartphone or tablets and the Popular Science Interactive app downloaded on their device. The app was launched earlier this year to enable readers to launch 3D editorial experiences, and this is the first time a 3D print ad is appearing in the publication.

?IRobot is a leading robotics company that has many domestic robot products for sale,? said Steven B. Grune, executive vice president and publisher of Popular Science, New York. ?They want to communicate to an educated audience of technology and innovation professionals about their great products and developments.

?The use of augmented reality to bring to life their print advertising enhances the overall message and supports the innovation story in a meaningful manner,? he said.

?Popular Science offers iRobot a great audience of curious and technology-savvy consumers. The partnership allows iRobot to demonstrate their advancements through an interactive and engaging creative message.?

Popular Science is published by Bonnier Corp., Winter Park, FL. The magazine was founded in 1872.

The inside story
Readers who aim their smartphone or tablet at the iRobot Roomba ad will be able to see the Roomba break apart and launch into 3D.

The augmented reality experience is designed to highlights the inside of iRobot's best-selling product and give readers a way to experience the inner workings of the Roomba.

?Popular Science readers desire to know how things work,? Mr. Grune said. ?This interaction shows them the inside to the high tech vacuum from iRobot, the Roomba.

?The vacuum breaks apart for all the pieces to be seen by the user,? he said. ?And, then you can repeat the process again as desired.?

Extending the print experience
The augmented reality print ad is just one of the ways that Popular Science is embracing mobile to provide advertisers with unique ways to reach out to its audience of teach-savvy readers.

Last month, chemicals company BASF was the first advertiser to sponsor a digital belly band appearing on the cover of the publication?s iPad edition. Once the animated belly band ad runs, readers see a button asking them to tap a button to open the issue. (see story).

The publisher also offers apps for Android and iPhone.

?We know that smart marketers want unique and engaging creative,? Mr. Grune said. ?We know that there is a desire to effectively use print advertising and tablet advertising to help with the communication strategy to reach their best prospects.

?With the PopSci Interactive app, we allow our marketing partners to extend their print execution by enhancing the creative in a fun and engaging manner,? he said. ?By enhancing the print ads in Popular Science, advertisers are reaching the best and most passionate part of our audience that wants to experience all of our brand content in as many ways possible.?

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York