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Last week I wrote an article that asked whether Argos is doing enough to integrate digital technologies into its print catalogue.
The retailer has a number of QR codes dotted throughout the magazine as well as ads for its click-and-collect service, but I felt that it could do more to embed extra content within its pages.
As it turns out, Argos has actually been trialling an interactive catalogue in the north east of England that uses Blippar’s augmented reality technology.
Argos was nice enough to send me a copy of its special edition, so here’s a look at how the technology works...
While strolling around Farringdon the other day I was handed a copy of the new Argos catalogue by a cheery store employee.
Print has long been the backbone of Argos’ business and no doubt still is, yet as times change digital will become a more important revenue stream.
So, here’s a quick look at how Argos is adapting to the changing times...
We all loved The Beano, or Bunty, or The Bash Street Kids, or Girl’s Own, or Jackie, or Diana. We all loved them.
Now the annual has evolved, with Zappar and Pedigree books working together. Sonic the Hedgehog, Angry Birds, and others (admittedly not Desperate Dan) will have 20% of their pages embedded with content that can be seen through the Zappar app.
The content will include extended character profiles, extra stories and activities such as colouring, mazes, puzzles and a ‘make your own poster’ feature.
Sergey Brin recently ignited conversation about Google’s Glass by claiming that using a mobile phone was ‘emasculating’.
He might be right, but do wearable computers really offer us a better option, or is Glass likely to be filed under ‘Massive Fail’ in the near future?
Guess Watches took its first foray into mobile marketing today by launching a new iPhone app in the UK.
The app allows users to access details of the latest collections, promotions, news and exclusive special offers. It also includes a store finder and both QR and augmented reality (AR) scanners.
As with the L’Oreal app, Guess is using mobile to try and drive shoppers in-store rather than giving them a new way to purchase goods on their smartphone.
Though some of the features aren’t yet live, I tried it out to see how it stacks up...
Augmented reality is becoming a common feature in marketing campaigns, yet there’s little evidence to suggest that it is catching on with consumers.
AR app Aurasma is making a huge effort to build awareness of the technology, and now works with more than 5,000 partners ranging from advertisers to schools.
One of its most successful partnerships is with Top Gear Magazine, which now embeds digital content in every monthly issue.
It has also worked with Universal to promote the new Jurassic Park DVD, and David Cameron is even said to have the app on his smartphone.
To find out more about how AR works, I spoke to head of partnerships and innovation Matt Mills…
As the name suggests, Econsultancy’s Future of Digital Marketing conference is about looking ahead to emerging trends and technologies.
In a talk about changes to interactive experiences, Foolproof founding partner Tom Wood looked at four technologies that are becoming more common in marketing campaigns, and whether they are likely to be around in the long term.
Mexican restaurant chain Chiquito and cider brand Bulmers have become the latest brands to launch augmented reality (AR) marketing campaigns.
AR marketing is fast becoming a common marketing tool, and last month we highlighted seven clever uses of the technology, but Chiquito is one of the first examples we’ve seen of an AR game aimed at children.
Placemats at the restaurant chain contain a kids’ food menu and a video game that can be accessed using AR app Blippar.
In the game creatures emerge from the placemat and the player has one minute to hit as many as they can.
Augmented reality ads are slowly making their way into the mainstream, with more and more brands using the technology to engage consumers with hidden digital content.
However, while marketers are all too keen to trumpet their AR trials, stats around consumer engagement are like hens' teeth.
But following on from our post highlighting six successful uses of QR codes, we have found one or two examples of successful AR campaigns.
The Guardian ran its first augmented reality (AR) print ad on Saturday featuring an embedded competition and video content to promote its iPad edition.
Readers were able to access the digital content using AR app Blippar.
If using an iPad, the ads also linked the user directly to the App Store so they could download The Guardian iPad edition.
Taco Bell is using augmented reality (AR) and QR codes to build on its social marketing campaign for the launch of Doritos Locos Tacos.
The new taco, which comes in a nacho cheese Doritos shell, was launched yesterday after several weeks of promotional activity on Twitter and Facebook.
This included a Twitter competition last month, which asked people to retweet the name of the product and drummed up a serious amount of buzz in the process.
We wrote about Blippar back in May before it launched, but now the app is out there and major brands are on board, we can see how well this alternative to QR works.
This week, Tesco has been running ads in several national newspapers, with 'Blippable' content for users with the iPhone or Android apps.
So is Blippar a better alternative to QR codes, or does it still suffer from some of the same drawbacks?