One drupa—Many Locations
The technology exists and is used throughout the media world to integrate nearly any event—including drupa—with print, multimedia, video, interactive sites and more. Just look at HD camera technology.
According to an article in the March issue of WIRED, the most recent installment of “The Hobbit” has been captured by The Scarlet, a very exciting HD video system that can be customized for nearly any need. Link that video to print-based technology, such as Digimark, QR codes, Snap tags, video control panels, augmented reality, and interactive banners, all of which offer 3D and 360-degree views, and you have begun the process of integration and media convergence
I am sure you have heard, if not seen, the HD broadcast offered by the Metropolitan Opera, or a more recent event—“Leonardo Live”— broadcast from the U.K. National Gallery and presented via digital and high-def-equipped theaters. If not, you should; this is a great model for the Neu drupa!
Move up the media convergence food chain, and use print-based media such as advertisements, direct mail—personalized, of course—and dimensional packaging to communicate with various segments, verticals and interested prospects.
Use the customer data you have captured on micro sites and are gathering to break the dated mold of static communications.
Add personalized video to the mix, along with personalized e-mails, all tracked on the cloud via landing pages. These landing pages and micro sites provide a full spectrum of data capture, including usage, interest, referrals, return on investment, and more data.
Well, you are now starting to prove the point that print can “play” with other technologies and succeed.
Keep the flow moving. Take a look at how publishing has responded to a changing market—tablet versions, mobile options, interactive video and more. What about dimensional and packaging-like inserts, I am a sure publisher like NAPCO and others would jump at the chance to highlight unique and creative print media venues.
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.