This week, I came across two innovative examples of interactive technologies used in print. Both were in magazines, but the concept can certainly be applied to high-value print products like annual reports, promotional kits, and catalogs, too.
The first example comes from “Allure” magazine, which worked with its creative partner, BlueSoHo, Quad/Graphics’ integrated marketing agency, to incorporate augmented reality (AR) throughout. The experiences can only be unlocked using the Allure Unbound AR app, which enables magazine readers to go to a behind-the scenes view of a fashion show, snap selfies with supermodel Gigi, and shop + share the looks featured in the magazine.
This was more than just an AR implementation. It was a mobile app implementation. By creating an app, this captures the audience, enables the publication to track behavior, and ultimately create a deeper reader engagement than would be possible simply with a non-branded AR app.
Great news for marketers, who benefit tremendously from the capabilities of mobile apps, is that consumers love them, too. According to Nielsen, mobile apps now account for 89% of mobile media time. Garnter now forecasts that, by the end of 2017, market demand for mobile app development services will grow at least 5x faster than internal IT organizations’ capacity to deliver them.
The other example is a video screen embedded into the front cover of a special edition “Empire” magazine. The cover of the special edition, printed in only 5,000 copies, uses headlines, “Wanted” poster images, and throwback fonts to create the feel of a 1920s newspaper, all promoting elements of the new movie “Fantastic Beasts and Where to Find Them.” In the center of the cover is an embedded video screen that, when the button is pressed, plays a full-length trailer of the movie. The magazine also includes a port that enables the view to recharge the screen so it can be viewed again and again.
While these examples are great fun, they aren’t unique. (For example, Chevy recently embedded video screens in its print ads in Esquire and Popular Mechanics.) That’s where the best news lies — interactive print is going mainstream, and these are just some of the more recent examples.
Now that’s something to be thankful for!
Happy Thanksgiving to the wonderful Digital Nirvana community.