Fans visiting host countries Poland and Ukraine can also use the built-in travel information to learn more about the cities they’re visiting, get information about the stadiums, travel information, and find the official UEFA Fan Zones in Poland, where they can visit the Orange area to charge their phones, play interactive games, and relax with their friends.

“Smart brands will start to think about how they can make the most of that captive audience waiting for their trains, perhaps through games that pass the time, or through video clips or text that gives people something extra to look at and read. At Blippar we’ve already worked with global brands like Nike, Sony, Guinness and Heinz, and I’d expect to see a lot of new brands, both big and small, experimenting with the potential of this technology.

Today, Blippar is ‘blipping’ the cover and back of the Metro newspaper.

The launch edition will include a guided tour of the publication together with – who else? – Richard Branson, as well as games, trailers and exclusive content related to TV shows and films.

For the latter, readers can watch a clip of the covershoot which took place at the Savoy Hotel earlier this year as part of a short film for Duran Duran directed by Jonas Akerlund, together with Swarovski.

Cosmopolitan buyers can watch cover star Jessie J talking to them directly about the up-and-coming Cosmopolitan Ultimate Women Of The Year Awards, while Caroline Flack on the cover of Company, introduces readers to the ‘Little Black Dress’ December issue.

“This partnership [with Zappar] further demonstrates the many ways in which we can enhance our brands, from apps to mobile sites, providing our readers and web users with that all important multimedia, interactive experience,” says Arnaud de Puyfontaine, chief cxecutive, Hearst Magazines UK.