SmartPicture, which is available on Google Play and the iTunes store, enables fans to scan images on the match programmes with a mobile device to access a vast range of online content tailored to each fixture.
The app, which incorporates Digimarc technology, is being used for the first time this week as the home side take on Castleford Tigers at the KC Lightstream Stadium.
Supporters can download it now to get access to video footage, competitions, team statistics and Hull KR’s online commerce site.
SmartPicture also promotes interactivity with and between the fans through social media.
Hull KR is the first Super League club to adopt the technology but it is currently in use at the KC Stadium enabling football fans to access exclusive Hull City material.
The deal is part of a wider sponsorship arrangement agreed between Hull KR and Eon Visual Media.
Craig Franklin, Marketing Manager at Hull KR, said bringing SmartPicture into the club’s marketing strategy will allow for a greater level of engagement between the club and the fans on match days.
He said: “SmartPicture brings an extra dimension to match days. It means fans can engage with the club on a digital level by simply downloading the app and scanning their programme to receive some really great content.
“It also means we are no longer confined by a set number of pages in the programme to deliver information. Linking the app with the programme allows us to provide them with a richer experience all round.
“We would also like to thank Eon for their valued ongoing support as a commercial partner of the club.”
SmartPicture is among the first print-to-mobile apps not to require visual codes such as QR codes or Microsoft Tags to function.
It allows logos and graphics on packaging and marketing literature to be scanned by a mobile device which directs the user to carefully selected online content.
Matt Dass, managing director of Hull-based Eon Visual Media, said he was delighted the app had been adopted by Hull KR.
He said: “This is the second major sporting club to realise the potential of SmartPicture – Hull City have been using it all this season.
“As a Hull KR fan myself, I’m really looking forward to testing it out on Friday night.”
To download the app for free search SmartPicture on Google Play or in the iTunes store. For more information go to www.smart-picture.co.uk.