Time Out New York is incorporating mobile augmented reality in its ?Summer Drinking Special? issue, letting readers unlock summer discounts and deals by pointing their device.

This is the magazine?s first mobile guide to cool drinking destinations in New York. The publication partnered with Junaio to create the augmented reality browser application.

?The summer drinking guide was a great first run at showing what augmented reality can do by enabling our users to truly interact with New York City in the real world,? said Marci Weisler, digital business director of Time Out North America, New York. ?Junaio provided us with a unique opportunity to mobilize our content and we took it.

?We intend for this initiative to be the beginning of additional interactive features that provide digital enhancements to our audience surrounding Time Out's editorial content,? she said. ?Our audience is young, active, urban adventurers, and many of them have smartphones. 

?We thought this would be a great way to extend Time Out's content beyond the pages of the magazine, our Web site and mobile apps to create a fun and interactive experience.? 

Time Out New York is an arts and entertainment listings magazine guide for New York. It is part of a global franchise with local editions for the world's leading cities. 

Drinking app
Users can download the Junaio 2.0 application, which is currently available for iPhone and Android devices.

Here is a screen grab of the application:

Readers can then select the TONY Summer Drinking channel and point their handset in all directions to reveal details on bars that are featured in the magazine.

?We?re promoting the feature in both the magazine and online through our site and enewsletters,? Ms. Weisler sad. ?Junaio is also promoting the channel to their users.
 
?This initial implementation is only available on iPhone 3GS and Android as those platforms are able to support Junaio?s technology,? she said. ?We offer our users alternative means of accessing the insider deals and special perks if they don?t have access to those devices.

?As we look to the future, the goal is to be on as many platforms as possible.?

Users can view deals and incentives, browse venue photos, get contact numbers and directions, and view neighborhood maps.

Here is a map view of the application:

Additionally, the application features a Web link to the Time Out New York summer drinking page.

Readers can just point anywhere to the nearest bar:

?The Time Out Summer Drinking feature was a perfect platform for augmented reality,? Ms. Weisler said. ?We have exclusive coverage on the city's best bars, lounges and drink specials, so the goal is always to get our audience out on the town to experience it. 

?Enabling our readers to access insider deals and drink specials while they are making the rounds at the city's best watering holes was a no-brainer,? she said.