UK newspaper The Independent has integrated AR (Augmented Reality) into its daily editorial content, through a collaboration with Blippar which it’s calling Independent+.

Across the paper’s section, articles marked with the Independent+ logo would be in a position to be scanned using the Blippar app to access bonus digital content.

 In today’s edition, this includes supplementary videos, expanded pictures galleries, the choice to hear Lana Del Rey’s latest single. That’s largely the combination of AR content we’re used to, but slightly more distinctive is the chance to vote with the intention to agree or disagree with comment pieces, and the promise of ‘updated news’ on certain stories.

“We are proud to be the primary newspaper to totally integrate Blippar into our editorial workflow,” said Zach Leonard, managing director for digital on the Independent. “The launch of Independent+ highlights our continued investment in digital innovation, adding much more value and another new dimension to The Independent’s content, and allowing consumers another pioneering solution to interact with our quality editorial across every channel. There’s also significant potential for our commercial partners and agencies to increase clients’ ad campaigns and sponsorships in the course of the platform.”

Join us tomorrow for the Mobile Retail Summit 2013, taking place on the Grange St Pauls in London