With marketing tactics in the digital age undergoing a sea change, it may seem that print campaigns have lost their sheen. However, through augmented reality (AR) technology, several large firms are successfully using print media to create innovative and engaging interactions with their customers.
This technology is helping in crafting immersive marketing campaigns for several leading brands. The following five firms are among the several others who are using AR to give a new lease of life to their print marketing campaigns.
The New Yorker
Known for its deep poems and articles, the online access of this popular print publication signaling decline of its printed counterpart. However, by using the camera of tablet and smartphone, The New Yorker made print fun and interesting once again. AR helped the publication in this endeavor by engaging their readers and allowing them to feel the cover art. The campaign had positive effects, leading to a number of shares on the Internet.
Vespa
The well-known Italian scooter company brightened up its printed magazine ads using AR. The technology helped the company to create personalized experience for its readers. Readers could scan the ad on their tablet or smartphone through an app and could build their own custom scooter. The app through GPS allowed customers to locate the nearest Vespa location if they wanted to purchase the scooter they created.
Volkswagen
Of late the German car giant has used AR capabilities into their print marketing campaigns in a major way – billboards. Putting up their billboards in Canada promoting the new Beetle, the company encouraged customers to download their new AR-powered app. A customers downloading the AR app could point it to the billboard and see the Beetle burst out of it on the screen of their devices.
Lynx
A cutting-edge men’s deodorant firm, known as AXE in the US, the company is known for its spicy ad campaigns. The company used AR in their print railway ads in London to make them more interactive. It gave people fun by allowing them to pose with virtual angels. When people pointed their camera at the ad in the stations, the interactive ad appeared on the screen. It made the brand more memorable.
Disney
The creator of several popular magical children’s movies and theme park is also using AR on a large scale in its print marketing campaigns in the middle of Times Square. Disney Parks too put up billboard coming to life with character interactions. Using an AR app, characters were projected onto a big screen and the audience could interact with these characters.
AR has indeed made print ads highly effective and interactive helping them to sustain against digital competition.