Augmented reality technology is hard to put your finger on because it can become virtually anything. You’ll know you fully appreciate this emerging technology the moment you find yourself jaw agape, mind blown—seeing the limitless possibilities for your business, literally in your hands, when AR technology meets print.
“We’re able to bring this technology to a brand, and jaws drop, the gears start turning,” says Artie Toth, Head of Strategy at Fantom Park, an augmented reality agency. “We see the excitement, the ‘Wow, we could do …’ It feels new, it generates possibilities.”
What is AR Technology?
Augmented Reality or AR technology facilitates layers of computer-generated experiences in real-time onto the user’s real-world view, namely through the use of a link or QR Code. Users may access limitless content, from video messages to special offers, games, and contests—virtually anything.
AR technology includes:
- WebAR – Web-based augmented reality, WebAR technology allows users to interact with augmented reality experiences immediately from a mobile or web browser; the user is not required to download or purchase specialized apps, software, or equipment
- AppAR – Also known as Traditional AR, users are invited to download an app to participate in further AR experiences. An app allows more advanced capabilities toward the AR experiences that can be delivered to the user.
When AR technology meets print, the purpose is to create an innovative and more meaningful experience through increased user interaction and engagement—and build brand awareness, brand value, and brand loyalty.
How AR Works
Experience how AR technology works in real-time, as detailed in Fantom Park’s case study with TheOdds1Out, a project that combines WebAR, AppAR, and print.
TheOdd1sOut is a brand for children and a YouTube channel with more than 17 million subscribers. The business enlisted Fantom Park with the goal of standing out from the crowd in-store with box AR animation and to deepen emotional investment and connection with the brand by offering unique experiences.
As Fantom Park offers a full suite of AR services, from AR animation and design to AR strategy, development, engineering, and infrastructure, Fantom Park was able to deliver TheOdd1sOut a series of augmented reality puzzle experiences:
- WebAR – Design of the product box on the shelf in a major retailer contains a QR Code that allows users to immediately scan and virtually connect with TheOdd1sOut through an interactive puzzle right in the aisle if desired.
- AppAR – Once the puzzle is completed, the user is welcomed to download TheOdd1sOut app for a more immersive experience, including access to an exclusive AR game.
“Augmented reality disrupts what’s out there, it stands out, and it creates raving fans. In terms of technology and print, we see massive opportunity,” says Matt Hoelter, Owner of Fantom Park. “Whether in-store, reading an article or a piece of direct mail, any given audience can experience augmented reality.”
Jaw Agape Mind Blown
Coupling AR technology with print marketing is a fresh new way to increase product and brand engagement. Consumers can easily interact with your bonus digital content with their mobile devices—and print becomes the medium through which you create lasting impressions with potential customers as your click-through and conversion rates rise.
Consider the virtually limitless possibilities for your business, literally in your hands, when AR technology meets print:
- Labels – 19 Crimes introduced AppAR in 2017 and is the first wine company to introduce WebAR technology on wine labels. Consumers can directly experience 19 Crimes historical figures from the 1800s telling their stories of redemption right from the label. When 19 Crimes launched Snoop Cali Red line in partnership with Snoop Dogg—famed musician, family man, and culture creator—the label was designed to deliver instant access to the rapper dancing and singing right in grocery store aisles and dining rooms that begins with, “Glasses up! Let’s make a toast, to success and nothing less. Yessir,” from Snoop Dogg.
- Print Design – Nationwide Insurance introduced “The Cube”, an AR project with Peyton Manning. Nationwide worked with Fantom Park with the goal of attracting people to Nationwide event booths, enhancing their experience and engagement in the relationship. Nationwide’s custom AR experience includes a Peyton Manning hologram, accessible on a 2” acrylic cube, that ultimately delivers six experiences for advisors, managers, and executives. Through 15 live events, The Cube has generated more than 2,000 scans. The average time people spend with the experience (after scan) is approximately two minutes, and people naturally share their Nationwide AR photos with Peyton Manning on social media, generating further exposure.
.png?width=500&height=281&name=Cube-Photo(1920x1080).png)
- Packaging – Pizza Hut launched limited-edition AR pizza boxes that featured QR codes. When scanned on a smartphone, customers could play an augmented reality version of the game "Pac-Man” and players were given the opportunity to win an Arcade 1Up "Pac-Man" machine cabinet.
“There’s a sense of exploration about AR,” Hoelter says. “Sometimes, it can feel like it’s all been done. AR feels like a new avenue, there’s a sense of wonder and magic to this.”
With approximately 7.33 million mobile phone users who, through AR technology, can simply open the camera on their phone, point their lens at a QR code, and tap into your business’ unique AR experience, the future is virtually wide open—and print is the portal to tap into it.
From posters and signage to product packaging, direct mail marketing campaigns, advertisements, billboards—if you can print on it, you can virtually guide your audience toward stand-out, captivating, and connective AR experiences. Will video content be right for your business, or maybe an interactive game where everyone can play? Should you provide an animated experience or maybe even the chance to snap a selfie with a hologram superstar? Ooh, who would your business choose?
When it happens—the moment you find yourself jaw agape, mind blown, seeing the limitless possibilities for your business, literally in your hands, when AR technology meets print—Just ask. Millcraft has the resources you need to get started in AR today.
Check out these video clips from The makers of Accent Opaque using AR and Print technologies:
By: Jen W. O’Deay