BRINGING YOUR DIRECT MAIL PIECES INTO THE 21ST CENTURY
Direct mail campaigns have dramatically changed over the past 10 years, and will continue to change in the coming years thanks to technology like Augmented Reality (AR). AR uses a printed trigger, such as a postcard, to launch a digital interaction using a software app. The user defined printed trigger is digitally scanned by the app and then activates a digital action that then appears on a screen, e.g. a smartphone or tablet. This interaction can be simple to complex, and can cause a website to be launched, a video to be played, or even launch a 3D image. AR actions can even be added to existing publications. This workshop will look to define augmented reality and provide a basic lesson on how to create an AR interaction. Research and case studies will also be discussed to demonstrate the value of AR incorporated into direct mail.