This captivating and engaging way of promoting their new show highlights the possibilities that lie within harnessing AR technology in printed publications, says digital creative agency Engine Creative.
TV fans using the heat Extra app, created by Engine Creative, can now instantly watch video previews, trailers and access additional online content, all with a quick scan of the page using their smartphone or tablet device. The Augmented Reality technology also acts as a way of stimulating reader’s anticipation about Channel 4’s ‘Mating Season’ - a collection of TV series about dating in the 21st century. After viewing the trailer, the reader is then invited to explore the Channel 4 ‘Mating Season’ website and interact with additional entertaining content whilst the experience also creates anticipation for other TV shows that will be shown on Channel 4 in the future.
Having more information about the show and easy access to video content allows the reader to fully engage with the programme and significantly enhances their overall ‘information searching’ experience - not to mention a clear ‘WOW!’ factor of seeing 3D content popping out of a printed magazine! By tapping into heat Magazine’s key demographic and creating a campaign which clearly has the talkability factor, the partnership between heat and Channel 4 has been extremely successful and has already created a real buzz amongst its target audience across social platforms, say the publishers.
This type of scannable AR TV listing experience allows Channel 4 to give viewers something attractive, creative and new, whilst enticing the reader to explore and engage further with their campaign. This two-way method of communication greatly reduces the risk of the reader losing interest in the message (as can often happen with standard one-sided advertising messages).
This innovative approach is set to be the perfect way for TV channels to create interest and anticipation about their shows before they are actually aired to the public. Whilst AR clearly exhibits the coolness factor, the practical benefits to publishers and advertisers are huge, says Engine Creative. For advertisers, Augmented Reality (AR) creates additional profitable advertising revenue streams and advertisers are bound to be excited by the ability to engage with their audience in new and impressive ways.
Overall, concludes the digital design agency, augmented Reality is a majorly hot topic at the moment within the world of marketing. It is also gathering increased attention from printed media due to its ability to harness and combine the interactive opportunities of the digital world with the beauty and simplicity of the printed page. Recent statistics are also favourable to the future of AR as a marketing tool and predict that three out of four UK mobile users will own a smartphone by 2016. With smartphone users on the rise and more and more businesses incorporating mobile into their business strategies, it’s a no-brainer that publishers should prepare to make the most of the opportunities that this creates.
About Engine Creative
Engine Creative says: “Engine Creative are a leading digital creative agency with a long list of satisfied clients including heat Magazine, TopGear Magazine, Tesco, Lacoste, Benefit Cosmetics, Ministry of Sound, Clubland and many more. If you would like to find out more about how AR or Mobile App creation can enhance your publication please visit www.enginecreative.co.uk You can also contact us via email WeCanCreate@EngineCreative.co.uk or phone on 01604 453 177.”
