Interactive Print - Augmented Reality
Augmented reality is one of the biggest technology trends right now, and it’s only getting bigger as AR-ready smartphones and other devices become more accessible. This holiday season marketers are leveraging the technology to drive both consumer engagement and purchases … and in some cases it is blended with print.
When the Shackleton brand of Whiskey wanted to increase the likelihood of conversion from consideration to purchase, it turned to augmented reality to engage consumers at the point of purchase with an interactive and on-brand solution.
Constantia Flexibles has developed "Constantia Interactive," an innovative platform utilizing augmented reality in packaging. The platform was developed in part through a partnership with Wikitude, an augmented reality technology provider.
Image recognition, near field communication and many other technologies are making packaging a more interactive experience, engaging consumers in new ways. As smart packaging continues to catch on with brands, printers and converters should be prepared to be able to offer these technologies.
After the success of the 19 Crimes wine labels featuring augmented reality that we covered a few months ago, the Living Wine Labels app now includes new interactive labels that will bring the dead back to life.
As intelligent and interactive packaging begins to appear on shelves, the connection between packaging, marketing and technology is growing stronger. Cory Francer, editor-in-chief of packagePRINTING, joined Thorin McGee of Target Marketing and Rob Stott of Dealerscope to discuss smart packaging examples they've seen, how marketers can leverage the technology, and where this all fits into the consumer electronics world.
Earlier this year, 19 Crimes wine launched an augmented reality app that brought its labels to life. Doug Altmeyer, senior brand manager at 19 Crimes, explains where the idea behind the talking labels came from and how they were brought to life.
As society continues to move in a digital direction, printed packaging has maintained its viability in the physical world. But, with the recent announcement that Constantia Flexibles is launching an interactive packaging platform called Constantia Interactive, packaging is taking a major step toward bridging the physical and digital gap.
Just in time for Halloween, packagePRINTING Senior Production Editor Ashley Roberts highlights augmented reality enabled wine labels from Australian brand 19 Crimes. Check out how these labels eerily come to life!