Augmented Reality, Mobile Apps Add More Life to Print
The results were impressive. Of the 350-plus attendees at Xploration 2014, 35 percent engaged with the signs and 12 percent entered to win a prize. Furthermore, 75 percent accessed the experience with an IOS device, while 25 percent used an Android.
In another project, conducted for an overseas client—sort of the Kinko's of Norway (Allkopi)—Trekk created AR markers on interior design card packs. The packets feature 10 to 15 cards, and by sticking one of the AR markers on the wall, users can see what the image would look like if it was printed large, and with different framing options. It's the virtual equivalent of taking a piece home and hanging it on the wall. Once you've selected your modern art motif, for example, you can click on the order button.
Allkopi is partnering with various Home Depot-type retail chains and upscale design centers for furniture and fixtures, and will private label the design motifs—fine and modern art, sports and nature, to name a few—to be offered at US$10-$20 retail. Trekk is playing a large role in the design, building the mobile app and the AR experience. The project was still in process at press time.
Anderson says, it comes down to creating an experience worth engaging with, one that offers solutions, and is perhaps a little bit fun. Given the general failure of QR codes to capture imagination in the land of mobile apps, some marketers are viewing AR as a gimmick—today's trend—and not a viable, sustainable manner to reach out to customers. As a result, he says, some marketers give the alligator arms to augmented reality and won't budget the necessary money it takes (and it's relatively inexpensive) to effectively deliver a message.
Anderson is excited about recent and upcoming technologies, including the new Samsung Galaxy 5. Trekk is also participating in the Google Glass Explorer program and is evaluating the technology. "At the end of the day, it still comes back to content—creating something worth engaging with," he says. PI