Lexus brings magazine ad to life via an iPad

Posted by on 20 Feb 2013 | Category: Industry Trends

Toyota Corp.’s Lexus engaged Sports Illustrated readers by letting them interact with an ES advertisement with their iPad to add movement to the static page.

The automaker is using CinePrint technology in this effort so that when users put the Lexus ES print ad over their iPad while playing a video found on the tablet version of the magazine, there are light and sound effects on the print ad.

“To build upon our entirely new ES campaign, we created an ad that would generate even more excitement among our younger, more progressive ES target,” said Nancy Hubbell, prestige communications manager for Lexus, Torrance, CA. “We wanted to replicate our entirely new ES by fusing design and technology.

“Our ES target audience is constantly looking to experience new, creative ideas and innovations,” she said. “Our ES print ad brings an interactive layer to a traditionally static medium and is the perfect example of how Lexus brings innovation, not only in its vehicle designs, but to its marketing campaigns as well.

Interactive Print beyond the QR Code

Posted by on 21 Jul 2012 | Category: Industry Trends

Following on from our article A beginners guide to QR Codes, posted earlier this month, there are a number of new tools available that continue to bridge the growing connection between physical print, places and objects and the digital world.

Currently, the most common method for bridging print and objects with online services is by scanning 2D barcodes like QR Codes, Microsoft Tags or Datamatrix barcodes via a smartphone or tablet device.

The other method has been by making print and objects digitally interactive through Augmented Reality via a home computer, store kiosk or mobile phone.

But now there are a number of new “super scanning” apps available from companies like junaio, Digimarc, Google Goggles and Layar by IBM, that are quickly blurring the lines between barcode scanning, augmented reality and online information.

junaio

Digimarc

Layar

Google Goggles

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A quick super scanning app comparison (Current as at 21/7/12, gathered from websites and YouTube):

 

QR Code scanning

Object recognition

Audio recognition

Augmented Reality

Online or Realtime information

junaio

Y

Y

Y

Y

Digimarc

Y

Y

Y

Y

Google Goggles

Y

Y

Y

Layar

Y

Y

Y

 

junaio

junaio is a step towards the idea of "The Augmented World" with the capability to recognize images, barcodes and QR codes to unlock the digital infomation around us. Hit the "SCAN" button and point your camera at whatever it is you wish to get information on, provided it can be found in one of junaio’s channels, databases or connected partner platforms.

 

junaio on iPad 2 – Augmented Reality 2.0

 

junaio – 3D mobile augmented reality community

 

Digimarc

Digimarc Discover is a reference platform for information, entertainment or assistance related to the content we are most interested in. Using the built in camera and microphone, digital devices like mobile phones can "look and listen" and recognize content we want to experience further.

 

Digimarc Discover for Print Publishers

 

Pinterest-enabled Publication, House Beautiful

 

Layar

Layar is an easy way to add digital content to print media. It’s a self-service web application that lets publishers infuse static pages with interactive experiences.

 

Layar – Impactful Augmented Reality in Your Everyday Life

 

How to Use the Layar Creator

 

Google Goggles (also known as Google Search on iTunes Store)

Instead of using words, take a picture to search the web.

 

Google Goggles Labs – Marketing Experiment

 

And of course the glasses themselves: Project Glass

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