Sports Illustrated magazine continues its affection for augmented reality with its NCAA Tournament Preview issue, which goes on sale today.

The experience was built by mobile marketing and technology services company Nellymoser. Readers who scan the fold-out cover using a Sports Illustrated app will see six additional images that appear to float above the page. Each is clickable, an action that launches exclusive videos.

Among these additional videos are moments from the 2011-2012 season, as well as SI announcing its picks for College Basketball Players of the Year and another announcing its Coaches of the Year.

“So often the conversation about technology revolves around new devices. What we’re really excited about is the potential to use technology to bring print pages to life in surprising ways,” said Terry McDonell, Time Inc. Sports Group editor.

The mobile apps are the Sports Illustrated All Access App for iPhone and the Sports Illustrated-Phone for Android.

“We value our close partnership with Sports Illustrated and their push to continuously innovate their magazine with print-to-mobile experiences that engage and entertain SI readers,” said John Puterbaugh, founder and CEO of Nellymoser. “By overlaying dynamic content on top of the printed page via the mobile phone, mobile AR adds a degree of brand interactivity to the magazine experience that is unmatched.”

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