With technology evolving more each day, and mobile devices increasing in popularity, it’s important for companies that rely on print to continue to find new and innovative way of displaying their products. Whether it’s using laminating sheets to highlight direct mailings or binding equipment to help booklets stand out, creativity is crucial.

The University of Southern California’s (USC) Dornsife College of Letters, Arts and Sciences took a major step in doing so by debuting its branded augmented reality (AR) application with the Fall 2012/Winter 2013 issue of its magazine.

Currently, the Atlantic Monthly, Time and USA Today all offer additional sensory elements to enhance the reading experience. Readers of the print publication can view videos, see slide shows, listen to music and even access a recipe by holding their smartphone or tablet over the printed page of the magazine.

According to a press release, USC Dornsife is one of the first educational institutions to implement an augmented reality app. The university created it in collaboration with Metaio, a global leader in the technology.

“The USC Dornsife AR App is a unique and innovative way to highlight the incredible work being done at USC Dornsife,” Steve Kay, dean of the USC Dornsife College, said in a statement. “Whether it’s unlocking a clip of testimony from the archive of the USC Shoah Foundation – The Institute for Visual History, or a video about students investigating climate change in the Arctic, our readers get a substantive additional layer of content.”

Emily Cavalcanti, executive director of communications at the USC Dornsife College, said that the new app engages readers in a fun, easily accessible way. The new technology integrates with the printed page in a way that can bring stories to life, she said in the press release.

Cavalcanti added that along with the biannual magazine, USC is optimistic about integrating the technology into other key USC Dornsife publications.