Esquire US claims that its December issue will be the “first-ever completely interactive, shareable magazine”, when it hits newsstands on November 20.

Using the Netpage app, which can read pages without the need for special codes, readers will be able to scan every article, advert and photo from the print magazine, bringing up PDF replicas which they can then save and share.  There will also be exclusive videos and buy options.

Lexus is the first brand to take full advantage of the technology in the December issue. Its two-page advert “comes to life” (headlights turn on etc) when scanned with Netpage, transitioning into a 30-second promotional video.

While Esquire has experimented with AR in the past – Robert Downey Jr. featured on a, augmented reality cover in 2009 – the December edition will be the start of a concentrated interactive push for the magazine, with “all issues going forward” to include some interactive elements.

“We are always looking for ways Esquire can expand on the magazine experience,” says David Granger, editor-in-chief of Esquire. “We did a cover on which words and images moved, we did the first augmented reality issue and now, by partnering with Netpage, we’ve made our December issue the first completely interactive magazine.”