Getting Real: Interactive Training for Interactive Print
AR overlays real life with relevant, computer-generated information. An example of augmented reality that we are all familiar with is how it is used when watching a football game on television. Current game information (yards to first-down, player information, time remaining, etc.) is superimposed over the actual live gameplay, providing up-to-the-second information. Using this example, we can see how AR is used enhance a person’s understanding of what they are currently viewing.
(Read more on Joe’s hands-on lab sessions like “Augmented Reality with Print!” at IPF 2013 here.)
There are many successful case studies for AR, including a package printing promotion that received world-wide press. LEGO partnered with an AR software developer to create a box that, when held up to a kiosk at LEGO stores, combines 3-D animation with a live video feed. The result for the customer is an animated, finished toy displayed on top of the box the person is holding. The box can be rotated to show the finished LEGO toy from all angles.
Get Started on Expanding Print
Using new linking technology like AR will expand print capabilities because it allows you to connect with your audience in real, unique ways and engage them in your message. With continuously improving mobile technologies, companies that integrate them into marketing plans will see better results in website hits and profits.
Getting started in this growing trend does not have to be a major investment but can generate valuable returns. There are affordable programs like SketchUp that also offer free trial versions. More advanced tools like Creator from mataio can still only run you a few hundred dollars, which is not that costly when you consider the returns a well-planned and—executed campaign can provide.
Be proactive and train yourself and your staff in how and when to use print-to-Web linking tools. We have many effective resources here at Printing Industries of America, including the interactive AR sessions at IPF 2013. You can also find white papers and how-to videos on this and related topics from our expert, Joe Marin, on our new Integrated Print Center webpage in the Learning Center.