A Winning QR Code Campaign

Posted by on 16 Sep 2010 | Category: Hints & Tips, Industry Trends

Leo Burnett won a Gold Medal at this years Cannes Advertising Festival for its ‘Hidden Sounds’ QR Code campaign promoting 14 indie bands (the hidden sounds) for Zoo Records, an alternative music store in Hong Kong.

The QR Codes were assembled into the shapes of animals that live hidden in the city and posted all over the streets of Hong Kong.

Scanning the codes in the animals allowed users to read more information about a band and hear their music. They could also purchase the songs directly as well as share them on social media.

The campaign was considered a success by the volume of sharing on blogs and social networks and the fact that more than half of the 14 bands sold out their albums within the first week.

The video below shows elements of the campaign with an English commentary, starting at the 30sec mark.

Augmented Reality – making print interactive

Posted by on 03 Apr 2010 | Category: Industry Trends

Augmented Reality (AR) is now a very viable marketing tool to promote products using interactive 3D applications. If you haven’t heard of Augmented Reality yet, take a look at our November article Connecting Print To New Media.

Augmented Reality on Webcam

Marketers and technology innovators have done some very interesting examples of AR for the home market, using symbols printed locally which are then placed in front of your PC’s web camera.

AR is now also being developed for retail displays and mobile phones.

Here are some quick examples from these three AR forums:

AR platforms

AR @ home

Magazine publishers have already started using AR to enhance their readers’ experience, albeit to mixed reviews. Magazines have included Esquire, Popular Science and USA Today (whose back cover featured a Harry Potter Augmented Reality map).

 Esquire Popular Science

USA Today - Harry Potter 3D

AR enabled locations

Lego installed AR retail kiosks in all of their LEGO brand stores worldwide. This let their consumers reveal a virtually built-up and fully animated LEGO product by holding the package up to the DIGITAL BOX.

Lego Retail 01 Lego Retail 02

AR in your pocket

AR applications are being written for the iPhone, Android, Symbian and Windows Mobile platforms.

Their uses have involved product promotions, educational information, outdoor advertising and location based services.

mobile AR 01  mobile AR 02

 

FAQ’s

Metaio, a company that develops AR projects for the European market shared this information in a webinar last week:

  • Some AR promotions require the home PC user to download a specific program, install it and then run it to get their AR experience. This is too much to ask of your @ home market.
  • The best way to promote AR for the home market is to make sure your AR application makes use of the existing Adobe Flash and Shockwave platforms prevalent in over 96% of all PC’s.
  • Allow a 4 – 6 week time line for the software development of your AR promotion. This is dependant on the complexity of the job though.
  • Currently allow a budget with a starting price of around US$50,000.

I would expect this price to drop as technology improves and AR becomes more readily available.

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