I have now moved my research on to looking at augmented design in print campaigns. This is to get an understand of what works in interactive print and to understand it's limitations.
I have begun looking at the recent Vodafone campaign...
'In where they hosted a one-day summit in Berlin called "Digitising Europe - Opportunities for the Next Generation".
Attendees were surrounded with opportunities to experience Augmented Reality from the very start as the events invitations featured scannable content. Additionally, the event programs, wall banners and table displays could be scanned with Layar to reveal extra content, including videos of speakers and social media links.'
I feel this is an interesting way to use augmented reality as it engages viewers much more with the event. It shows a great extent in what the technology can do, and shows me what to bare in mind when producing my campaign. The idea of making everything scannable is something to bare in mind, although I would have to think about cost. The idea of linking social media to the designs is another way I could get my website promoted as social media is such a large basis for the public to view and share information.
The overall designs for the Vodafone event however, on a print basis, are not very engaging. If they did not have elements of augmented reality I think they would be something viewers pick up and put down. There is nothing visually interesting as it is very corporate and bland, making it all rest on the augmented aspect of the campaign. This is something I do not want to do on my campaign. I want everything to be visually engaging first, then let the augmented reality (or whatever I choose to do) push the interest further. I want the digital reality to add to the campaign, not solely rely on it, which is what I think has happened here with Vodafone:
Another way of using augmented reality is making the imagery move. The use of video is something that is also possible. Here they have used the technology to add an element of interaction to an exhibition. What is well thought through with this exhibition is it can be enjoyed whether you have a smart phone or not. Viewers can choose to either interact and see the imagery move, however if they don't, or do not have a smart phone the pieces can be viewed on there own. I think this is something I am going to try and include within my campaign. Unlike the previous Vodafone campaign, I need to make my printed designs visually appealing and intriguing firstly without the interaction so it can appeal to both smart phones users and non smart phone users:
Again the use of video has been applied as AR within this printed magazine. Viewers can scan both cover and inside spreads with an app, which will take them to additional content related to either the magazine or article. This is extremely popular with AR and is something that can be done across all printed media. I am unsure how I would apply this type of AR to my campaign, although it is something to bare in mind.
Similar to the previous magazine, The Times have applied some elements of AR with their Saturday issue. Featuring Graham Norton, both the front cover and article imagery can be scanned, which will take the viewer to extra content of the comedian and the article:
Argos have now updated their catalogues to work in conjunction with an augmented reality app. Viewers can use their devices in conjunction with the catalogue to scan products which will then compare different models (in the app) to see which is the best deal for them. This app also includes 3d models and interactive games to engage the viewer further. This gives the reader further choice in products and allows the app to do the work. I am unsure how successful this will be as people who use the Argos catalogue tend to normally know what they would like to purchase, however I understand how the app compare models could be quite useful to the reader:
Recently Harrods have released their own mobile app, in where shoppers can scan limited edition Christmas merchandise to reveal digital media. Once scanned, the AR reveals the prestige of the Harrods brand and its products. I am unsure how this would work successfully, I feel only people with a keen interest in Harrods would scan the limited edition products. I can't help but think it would not appeal to a wide target audience and would be very specific to who would have interest in using the app or not. However the designs of the limited edition products I find really visually appealing. I think the old-style designs work well to connote the brands history and how the company has developed through time. This is shown through use of colour and the look of the hand-rendered type:
The videos are shown in black and white to show the history of the brand:
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