So we've told you all about Bobbi Brown's newest campaign featuring Katie Holmes, but did you know that starting this week the campaign is actually fully interactive? Click through the slideshow to see the smartphone screenshots.

It's a really awesome experience, all you have to do is download the Blippar app, open it and hold your iPhone (or Android or Blackberry) up to any image of Katie Holmes' eye and she comes to life! You then instantly get access to a backstage video of her shoot and a tutorial on how to create her own smoky eye look at home! Pretty awesome right?

You can even try it on the picture of Katie above! Blipp directly from this article by downloading the app, opening it, and hold your phone up to her eye on their screen to unlock the digital content.

This is a breakthrough for this innovative tech brand. "Our new campaign with Katie Holmes is not only a first for us working with a celebrity face, but it is also the first time we have included augmented reality," said Maureen Case, President of Bobbi Brown Cosmetics & Jo Malone London.

The Blippar app instantly brings the campaign imagery to life, giving consumers access to an exclusive behind the scenes look at the shoot and tips on how to recreate Katie's makeup. The collab makes perfect smartphone sense. Beauty products are designed to create a strong visual impression, so with Blippar's immersive image recognition technology, the app makes for a natural extension of the beauty industry's aesthetic. With Blippar, consumers can access exclusive content, try on products, and even buy purchase them in seconds.

"We love working with beauty brands, especially those like Bobbi Brown with great creative assets and an innovative approach to digital engagement," explained Lisa Hu, US Vice President & General Manager of Blippar. "Our technology provides an exciting and instantaneous way for people to interact with their favorite beauty brands, right from a magazine page, printed ad, in store or even from the product itself," she said. "Use our mobile platform to unlock how-to videos, virtual try-ons and more to create an interactive mobile and in-store experience." 

Not familiar with the Blippar app yet?  This is the latest in a series of campaigns Blippar has launched with beauty brands - others include an interactive Covergirl ad in Vogue's 2013 September issue and a recent campaign with Maybelline.  Check the app out in the fun demo video below. Let us know if you'll be downloading this cool innovation to your smartphone by leaving us a note below!