The technology, that is being used both in the advertising and editorial content, offers newspaper readers wholly new user experiences. For example, a film review that is accompanied usually only by a photo also features a trailer, or a property ad can be made much more effective by the addition of a virtual tour of the object concerned.

The Esslinger Zeitung is promoting its interactive offering with a prize game: "Experience the interactive newspaper and win an iPad."

The suitable App (for iPhone, iPad or Android) can be downloaded free from the Website. A Video demonstrates how it works.