Augmented Reality, Mobile Apps Add More Life to Print
With the growth of AR, mobile device manufacturers are building the functionality into the chips of new products, from Google Glass to the Project Tango, the latter of which is aimed at giving mobile devices a human scale understanding of space and motion. Besides Google Glass, there are other wearable technologies in varying stages of development, and Anderson sees them as boasting game-changing possibilities.
As for Trekk, the company is working on projects it feels will change the way marketing folks and the print-for-pay space create and deliver information. Anderson sees huge ramifications for the printing industry, as it offers intriguing possibilities.
For example, Trekk designed and monitored a campaign for Canon Solutions America during the Xploration 14 Conference in Orlando, FL, back in March. Trekk constructed table tent centerpieces for the tables that attendees would sit at during breaks in the presentations. The three-sided tents featured an AR experience on each panel, aimed at simply engaging the attendees in a fun way. The table tent asked users to scan all three sides in order to be entered into a drawing to win Canon consumer camera products.
On one of the panels, a set of books opens to reveal a Slinky walking down stairs. Another panel shows a small, pink elephant jumping out of the screen, and the little guy trumpets when tapped and can be made to run around. In the third panel, a pop-up book opens to show children holding balloons, which then rise in the air and can be popped when tapped. (Using your smart phone with the Layar app, scan this page to see examples from each of the three panels.)
In conjunction with the tents, Trekk had a person on the floor at the show to monitor its progress, while a social media drive, via Twitter, encouraged attendees to look for the tents. "The idea of engaging in a casual way with someone while they're eating lunch or breakfast is not intrusive," Anderson says. "It's a way to start a conversation with the person that's sitting next to you. In this case, (Canon) sought whimsical and fun. It's very light on brand message, more fun than a hard sell. Underneath the hood, we're collecting name, address and other (user) pertinents."