Print in a Digital World – February Update

Last month, I outlined several Print in a Digital World examples that utilized virtual reality and innovative inks to demonstrate how the blending of physical and digital content creates inspiring experiences for audiences. Today, I want to continue with this theme by highlighting examples that focus on the integration of print and mobile that achieve the same inspiring result.

A recent survey from Shop.org identifies that over 59% of North American Retailers indicate their top digital priority in 2016 is mobile. Not surprisingly, understanding the interplay between mobile and marketing, both from a technological and platform standpoint, will become increasingly important this year. Equally, as mobile technologies continue to advance it will push our definition of content, design, environment and engagement within the context of the customer journey.

The examples I highlight this month demonstrate how mobile helps extend print content and (conversely) how print can provide a tactile sensory experience that digital content alone cannot provide.

// Record Bank

Belgian financial institution, Record Bank, is taking the hassle away from financing a car purchase with their new mobile app, Get The Car. The app allows users to scan any automotive print, television, radio or billboard ad to instantly receive a quote for purchasing that car. Users can specify different parameters for the loan and book an appointment with their nearest Record Bank.

// SAB Miller

To celebrate the launch of its ultra-premium ale, Abroxas, SAB Miller published a print ad with a hidden message that readers could reveal using light. Readers were asked to use the flashlight function on their mobile to reveal the image of a bottle of Abraxas and a cryptic message.

// Battersea Dogs & Cats Home

Pet shelter, Battersea Dogs & Cats Home, launched its Looking For You campaign to boost support for the charity. The shelter used printed leaflets containing RFID tags that activated digital billboards as shoppers moved throughout the mall. The digital billboards engaged with people carrying the leaflets making it seem as though Barley, an adorable former Battersea resident, was following them around.

We’re always looking for the next Print in a Digital World case study. Send us your examples by email, or on Twitter and using #PrintDigitalWorld.

Haven’t read our 2016 Print in a Digital World report? Click here to download the free report.

See you next month.

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