Condé Nast's Self magazine is mixing up its annual ?Prize Bonanza? sweepstakes this year with augmented reality after two years of using Microsoft Tags.

The women?s magazine is using augmented reality for its third annual edition of the sweepstakes within the November issue. Self worked with Snipp Interactive on the initiative.

?Self?s goal is always to bring the next idea, the newest tech and more fun, exciting ways to live a healthy lifestyle,? said Lucy Danziger, editor in chief of Self, New York.

?With mobile, we bridge from apps to the Web to augmented reality, which is the next evolution of engaging with the physical world,? she said. ?Mobile options for young, active women are in tremendous growth mode, and Self continues to innovate along these channels.?  

Augmented pages
Self?s augmented reality campaign incorporates the magazine?s Self Plus app, which launched earlier this year.

To participate, consumers first need to download the app, which is available for iPhone and Android devices.

Readers then hover the app over a page that is marked with the Self Plus logo. 

From there, consumers can register for sweepstakes straight from a mobile site.

Readers can enter to win more than 100 different sweepstakes throughout the November issue of Self.

In total, consumers can win 537 gifts, including prizes from brands such as Motorola, Zac Posen and Lia Sophia. Additionally, consumers can win a trip for two to Puerto Rico.

The campaign launched on Oct. 16 and runs through Dec. 2. 

The sweepstakes is promoted on the front cover of the magazine and on page 10 of the magazine.

Additionally, there are two pages in the magazine that let consumers access the sweepstakes site.

Self has an audience of 12 million users across every platform.

?We expect that augmented reality will continue to enable a deeper connection between magazine content and our users,? Ms. Danziger said.

?Engagement is what matters,? she said. ?Building a quality relationship with an audience that craves the unique voice, point-of-view and cultural connectivity that only a favorite magazine can provide.?

Overtaking print-to-mobile
Over the past year, augmented reality has given mobile bar codes a run for its money.

One of the reasons that magazine publishers in particular have taken to augmented reality is that calls-to-action can blend into content without becoming an eyesore.

In fact, Self?s mobile-calls-to-action also function as photo captions.

In this case, what is interesting is that the augmented reality features are baked straight into Self?s mobile app that the magazine is already using in issues, meaning that subscribers are most likely already familiar with the mobile technology.

Regardless of the tactic, the goal of using mobile technology in print editions is to give consumers access to content that they would not have otherwise.

?Augmented reality by itself has no use to consumers, but when used to provide value can be a very engaging medium, case in point this sweeps, and other content Self delivers with the Self Plus app,? said John D. Fauller, chief operating officer at Snipp, Washington.

 ?This same thought can be applied to any means of mobile engagement: SMS, QR, image recognition, location based, etc.,? he said. ?The appropriate means of delivery is determined by the context and goals of a program, content delivered determines the value to the reader and sets the level of engagement.?

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York