One week before the start of the 2010 World Cup, readers of The Sun will be able to enjoy the popular tabloid in full 3D as the paper announces it will published in the format for the limited time. 

The recent trend for 3D media has been a popular feature of campaigns and activity seen in the UK. Marketing news website Media Week reports that the technique is to appear in editions of News International’s The Sun on the 5th of June.

In the 5th June edition a ’chunk’ of the editorial will be be printed in 3D, as will some adverts and a World Cup Fixtures Wall Chart contained as a supplement. The paper’s well known page 3 feature will be among the 3D material.

Media Week reports that all advertisers will be offered the chance to pay a significant premium for colour advertisements in full 3D. The Sun will reportedly be increasing production of the 5th June edition from their normal printing run, by a rumoured “hundreds of thousands of copies.” Each paper will include a pair of 3D glasses so that readers can appreciate the format.

The Sun will be just one form of media that will come in 3D this World Cup season. Nearly 25 games in the South Africa 2010 World Cup are to be filmed in 3D; though none of the England group matches will be screened in 3D, later matches in the Cup are certain to feature the expensive new format.

A TV campaign will run in May to support the limited 3D edition of The Sun.

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