Esquire unveiled its latest use of augmented reality technology and further established its eye for innovation with two unique experiences that extend the magazine well beyond the printed page. It has joined forces with GoldRun to create two interactive adventures using ‘geo-tagging’ technology. For the first time ever, a magazine is using GPS technology to place a virtual image of a cover subject in a remote location. Esquire’s February cover model, Brooklyn Decker, can be ‘found’ in over 700 Barnes & Noble stores across the country.

In partnership with Barnes & Noble, Esquire and GoldRun have made it possible to locate, interact with, and take pictures alongside the beautiful Brooklyn Decker in any Barnes & Noble store. Once users download the free GoldRun app onto their GPS enabled iPhones and hold up the device within 50 yards of that store’s magazine area, they can view Brooklyn on their screen as though she were actually present in their surrounding environment.

The magazine has also asked GoldRun to help create an interactive user experience in which readers can track down the letters of the Esquire logo in a city near them. GoldRun has assigned specific latitudes and longitudes to the seven letters that make up the Esquire logo in seven cities across the U.S. Within New York, Los Angeles, San Francisco, Boston, Washington DC, Chicago, and Philadelphia, people can use the GoldRun app on their iPhones to locate and take pictures of the letters near or around seven iconic landmark locations, ranging from the Hollywood sign in Los Angeles to the Empire State Building New York City, in each city.