A trend report “Hello, Print in a Digital World 2018” illustrates more than 70 creative ways brands are combining the tactile, sensory nature of print with the real-time technological powers of digital. Thanks to augmented reality technologies or specialty inks, printed billboards, posters, magazine ads, and packages are serving as platforms to more engaging and immersive digital experiences.
The report was written by Michael Chase, Chief Marketing Officer at St. Joseph’s Communications, a full-service, smart-content factory that helps brands navigate the world of omni-channel communications.
Chase introduced the Print in a Digital World report in a presentation at PRINT 17 last fall. He points out that “We are in an information revolution powered by the intersection of two of the most commanding knowledge transfer mechanisms of our time — the Gutenberg Press and the Internet.”
Instead of relying solely on digital content to generate likes, retweets, and clicks, many marketers are finding innovative ways to integrate printed materials into their campaigns.
For example, below some case studies featured in the report:
McDonald’s Canada turned ordinary drink trays into the McDonald’s Boombox.
Travelers on Emirates airlines could scan their amenity kits to unlock augmented reality content such as games and travel tips.
French retailer Castorama created interactive wallpaper that allows children and parents to enjoy storytime together.
An SS+K ad agency holiday greeting card included a custom-designed Google Cardboard mailer that connected recipients to an 360-degree virtual reality bobsled ride.
Google and Vogue collaborated to bring voice-activated content from the print magazine to Google’s Home device. By prompting Google Home to “Talk to Vogue” users can access behind the scenes audio content from selected celebrity interviews.
IKEA “Cook This Paper” campaign used food-safe ink on parchment cooking paper to produce illustrated, interactive recipe posters. At-home chefs added the designated ingredients, rolled them up the parchment paper, and popped the creation into the oven.
Samsonite printed a specially designed sheet that customers convert into a handle-like, paper “Weight Tag.” When customer wrapped the tag around the handle of their luggage and picked it up, they could determine if their packed luggage exceeded the 50-lb. restriction set by most airlines. Special perforations on the tag snapped off when the weight exceeded 50 lbs.
ASICS used thermochromic ink to publish a print ad that folded out to create a mat that readers could step on to see the shape of their foot. A chart on the ad talked about what types of shoes were best for specific foot shapes.
Crust Pizza used capacitative touch technology from Novalia to create vinyl outdoor advertising posters that could play music. The posters encouraged passers-by to remix music on a pizza-shaped DJ deck.
About St. Joseph Communications
St. Joseph’s Communications in Toronto began as a printing company. Today, printing is just a portion of what they do. In addition to printing catalogs, custom publications, and packaging, they assist brands with omnichannel marketing, including digital production, digital signage, augmented reality, social media, custom videography and photography.