What isAugmented

Reality?AR

Augmented Reality

A technology that superimposes a computer-generated image on a user’s view of the real world, thus providing a composite view.

AROXFORD DICTIONARY DEFINIT ION

Augmented Reality is cutting-edge technology that connects the print and digital worlds allowing any user to access a virtually unlimited supply of information

ARCURRENT MARKETING DEFINIT ION

AR

Why AR?• Create a seamless relationship between physical and digital worlds

• Facilitate multichannel experiences

• Because mobile marketing has been revolutionizing marketing strategies:

AR

Why AR?– Smartphones and tablets are more and more widespread

– Mobile browsing has surpassed static PC navigation

– The capabilities and potential of AR to provide information via cross media is unparalleled

• Immersive technology (heads-up displays, glasses and headsets) • #interactiveprint – QR codes – NFC (Near Field Communications)

– Augmented Reality (IR and Coded)

AR

Types of Augmented Reality

• Ease of use

• Execution

• Content is KEY

• Seven Splendid Layers of Discovery

• Generate consumer awareness, interest and interaction

ARKeys to Successful AR Implementation

Devised a specific label product called “Label Active”, which offers clients the chance to scan and download supplemental product information, create client profile databases, demonstrate origins and check authenticity.

RESULTS: Client immediately added a demo area for the program at the LuxePack luxury show in Monaco. During the three days of the show, more than 200 demos were made, with inquiries from four continents.

ARCASE HISTORY: Eurostampa – Label Active

“A Children’s Opera Music Course Book”To involve students, an AR app downloads sheet music, videos, audio music samples and other related educational materials.

RESULTS: More than 1200 downloads and email addresses were created within a three-month period providing the publisher with a geographic map of the areas of thecountry where major interest in the courses was building.

ARCASE HISTORY: Europa In Canto

The client wanted to add informationto the print issues that matched thelinks and added information thatwas only available via the digital edition.

RESULTS: Readers could see additional articles/ blogs, links to restaurant information, recipe pages and other features.Future issues will include paid sponsorlinks and features in lieu of advertisingspace.

ARCASE HISTORY: Who’s Hungry? Food Magazine

Create a unified package for National Park/Forest visitors – augmented materials: brochures, direct mail, posters and other signage, interactive maps and displays, et al

RESULTS: one app, many features:– Audio/Video Guides– GPS maps– discounts/coupons– donations– weather conditions/updates– lodging and restaurants

AR

AR Program Implemention

• Forest Service and National Parks • Department of Education • EPA • National Institute of Health• NASA • Library of Congress • Peace Corps

AR can facilitate: – Tracking and tracing – Document verification & authentication – Branding – CRM

Information updates and additions can be made in real time.

AR Usage – AR can Educate & Engage via all Departments, Publications and Documents:

• Could an AR app be loaded with malware or hacked? • Privacy issues (Big Data analytics & Data mining vs privacy)

• Discrimination • Falsification of public figures or politicians • Cyber security implications of geo-locational and hyper local geo-targeting

AR

Security Issues & Data Capture

• A universal AR program could benefit across all departments by: – generating great interest and involvement with key audiences

– providing more feedback on key issues

– providing additional data and stats that could be used to tailor programs

AR

Process & Cost Parameters

• Information can be constantly changing and updated in real time.

• AR-enhanced print materials can expand content (via fewer pages) and extend shelf life (fewer reprints).

• AR triggered from print creates engagement, education, entertainment and enjoyment

The possibilities are Infinite!

AR

Process & Cost Parameters

AR

Thank you for your time and attention.We are:

Cindy Walas, AR expert and Principal of Walas Younger LTD, a Chicago-area print management firm. You can connect with her at cindywalas@mac.com, on Twitter and LinkedIn.

Kevin Keane, cyber law attorney and Director of International Business Development for Retail Packaging Matters, LLC. Connect with Kevin at Kevin.K@RPMatters.com, on Twitter and LinkedIn.

Q&As

AR