Last week Book Business and sister publication Printing Impressions held the Digital Book Printing Conference at New York City's Marriott Marquis. The first conference of its kind, the conference (AKA, DigiBook) brought together more than 150 book publishers, book manufacturers, and printing suppliers for a day of networking and education around digital printing.

The event provided a platform for attendees to connect with different players in the book publishing supply chain and learn about the opportunities digital printing presents for the industry.

Click above/below to view this webinar, originally offered as a session at the 2011 InterACT! Virtual Conference & Expo.

In order to raise awareness for Calvin Klein's new jeans line, it used QR Codes to deliver behind the scene edgy content. By making the video content exclusively mobile, users were forced to scan the QR Code to get the controversial footage of Lara Stone. The campaign, created by the Ace Group in New York City, went viral due to ease of sharing from mobile-to-mobile and mobile-to-social network.

Why make this campaign exclusively mobile? Prevent leaks before the campaign's release, allow the campaign to go viral around the world and to test the effectiveness and adaptation of QR Code technology domestically.

Click here to view this session today.

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