The Los Angeles Times will connect its print coverage of the 2012 London Olympics with multimedia content using an augmented reality app that launched Wednesday afternoon.
The app, which is called iD Print and can be downloaded now, allows users to hover over any of The Times' photos from the Olympics and be linked to online multimedia content, including photo galleries, videos and stories.
Select advertisements within the paper's weekend real estate sections will also function with the app, which is made by In8 Mobile, a software company that specializes in recognition technology.
The Times will introduce its print users to the app and the upcoming coverage with a wraparound ad in Thursday's paper. The app will become functional Friday to coincide with the start of the Olympics.