Mobile Technologies : Adding More Value to Print
Valpak/Cox has also embraced Augmented Reality. In 2011, Valpak coupons became available on the junaio app via geographically targeted coupons that pop up on consumers’ smart phones. This app launches the smart phone’s camera and GPS to overlay a set of 3D icons in real-time, showing the available coupons in the vicinity as the user scans the surroundings. It has a target radius of about 20 miles. The app, available on iTunes and used with Android devices, was created by AR technology giant metaio.
Vivio emphasizes that mobile technologies are viewed as an add-on to the printed coupon/advertisement. If anything, given that codes and some AR accompanies print, mobile technologies make print even more dynamic.
“Our job is not to concentrate on one distribution vehicle over another,” he says. “Our job is to get in front of more people, wherever, and they need to see our content.”
Those who view mobile technologies as a possible replacement to traditional print vehicles might find it ironic that Augmented Reality is being used to spice up advertisements that promote Drupa 2012. Ads appearing in roughly 500 trade publications across the globe include the letters “AR” in the top right-hand corner.
When the image is viewed with a smart phone, tablet or PC/latop camera equipped with junaio software, a 3D animation triggers, connecting the user to the Drupa Website through the interactive button.
“This logical linking of print, Internet and mobile systems is the central theme of our whole marketing campaign for Drupa 2012 and is a continuous thread throughout all elements,” notes Petra Köhler, manager of marketing communication at Messe Düsseldorf. “In its marketing campaigns, Drupa has always picked up on the latest print communication trends, adapted them to the specific needs of the world’s leading trade fair and implemented them accordingly.”
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