Lyon College Uses Cross-media to Drive New Applications - PODi Case Study
A reminder e-mail was sent to students who did not visit their Personalized URL.
A subsequent direct mail piece was sent to those who completed the survey/entry form at their Personalized URL. This direct mail piece included information based on students’ responses to the online survey.
Additionally, the follow-up piece included an augmented reality “trigger.” Augmented reality is a live view of a physical, real-world environment or object whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. In the case of this campaign viewing the image on the direct mail piece with a smartphone launched a video of the college president screaming while taking part in the college's on-campus zip line. As of November 2012, 750 follow-up mailers had been sent and approximately 135 individuals viewed the video. The augmented reality component was a fun way to keep students engaged and show them part of Lyon’s campus and community.