Print to mobile and beyond.

1. BLUESOHO
EXTENDING THE VALUE OF PRINT INTO DIGITAL
7 JANUARY 2016
MOBILE ACTIVATED MEDIA

2. Agenda
2
o Our Background – Quad/Graphics / BLUESOHO
o Activation Technology
o Campaign Solutions
o Emerging Technologies & Platforms (AR, Shazam)

3. BLUESOHO
3
BLUESOHO is an integrated marketing and
technology agengy that leverages data and
insights to deliver marketing strategies and Omni-
Channel campaigns to continually improve results for
our clients.

4. What is a print to mobile campaign?
4

5. Activation Points
Activation points are modes of access, links or triggers
that facilitate customer engagement.

6. Quick Response Code
A quick response code – QR code – is a two-dimensional
barcode.
A user scans a QR code using a mobile application that utilizes
the phones camera.

7. 7

9. 9

10. Watermarks
Watermarks are imperceptible patterns that can be
added to images and text.
These patterns are recognized by a mobile application
via the camera and can be used to trigger actions and
content.

11. Watermarks

12. Watermarks / Branded Icons

14. 14

15. Image Recognition
Image recognition (IR) is a process by
which a page or image is identified using a
mobile application via the phone’s camera
triggering content or actions.
Similar to QR codes and watermarks, an
image can be used as a trigger for
presenting additional content or set of
actions, e.g., videos, forms, flipbooks.

16. Image Recognition
16

17. 17
Shop Redbook

18. Augmented Reality
Transforms the printed page when viewed through a smartphone.
Using the smartphone camera, the Activation technology
recognizes the page or image and then the AR engine overlays
additional content.
Augmented Reality involves …
• Image recognition or watermarks
• Looking through phones camera (“View Master”)
 Videos, buttons, animations, 3D

19. Augmented Reality, Quick History
19
“First essay in 1965 “The Ultimate Display” by Ivan Sutherland,.
It is believed that the term “Augmented Reality” was coined by Thomas
Caudell in 1990, when he was working at Boeing where this technology was
used to help workers sort parts.
Metaio was founded in 2003 and related their first end-consumer AR app for
mobile devices in 2006. Purchased by Apple May 2015
First AR print ad campaign (Metaio) for the MINI in 2008.
Layar was founded in 2009, one of the first mobile augmented reality
browsers with an emphasis on geo-location. Purchased by Blippar 2015.

20. Augmented Reality “Hold and Hover”
1
Phone camera scans the entire
page, with a mobile device. The
consumer “scans” and holds
1
Content is projected onto
the page via the mobile
devices camera.

21. 21

22. 22

24. Shopping Walls
24

25. 25

26. NFC – Near Field Communications
NFC (Near Field Communication) is a wireless technology which
allows for the transfer of data such as text or numbers between
two NFC enabled devices.
NFC tags, for example stickers or wristbands, contain small
microchips with little aerials which can store a small amount of
information for transfer to another NFC device, such as a
mobile phone.

27. Wired / Lexus NFC Campaign
27

28. BEACONS
28

29. Bloothtooth Low Energy (BLE)
29
Bluetooth low energy (BLE), is a wireless personal area network
technology.
iOS, Android, Windows, OS X, Linux and Windows 8 all natively support
BLE.
It is estimated that more than 90 percent of Bluetooth-enabled
smartphones will support BLE by 2018

30. Beacon Example
30

31. Listen Technology with Audio Watermarks
“Listen Technology” allows consumers to engage direct via radio
or television.

32. 32
SHAZAM
C R O S S - M E D I A A C T I VAT I O N

33. Shazam is one of the world’s most popular apps, used
by more than 100 million people each month to
connect to the world around them.
Shazam introduced visual recognition capabilities in
May of 2015.
Shazam can now allow people discover and interact
with print, radio and TV using their mobile phone.
SHAZAM

35. PACKAGING
PRINT
OOH
SHAZAM

36. 3
6
SHAZAM

38. Campaign Examples
38

39. Videos can play as overlay or full screen

40. Scan to Optimized Website Link

41. Ads are activated by linking to homepages

42. Shoppable Print

43. Scan to project flip book onto page

45. Leverage an existing brand logo as an access
vehicle to the sweepstakes

46. Brides We Love It!
46

47. Clear Call to Action and Instructions
47

48. Sweeps entries appear on ad and edit pages
48

49. Sponsored pages lead to bonus content
49

50. 30+ watermarks lead to a variety of content
50

51. InStyle Wrap it Up Gift Guide
51

52. Multiple triggers lead to mobile gift guide
52

53. Clear call to action
53

54. Curated shopping list leads to purchase page
54

55. Quad Virtual Reality Viewer

56. MOBILE ACTIVATED MEDIA
PLACE VIDEO HERE