Week 6: New forms of traditional media

Apart from digitizing the originally static posters by animating them with motions and short videos, there is this flourishing trend of AR print ad with built-in video and navigational aid. What you need is to install the AR application from App Store and use it with the brand’s print ad. You can then experience the sounds and animations on your mobile device. The kind of interactivity also goes beyond the traditional “online magazine,” whose electronic format resembles that of a print magazine, but it allows you to flip through the content with a tap or click of the mouse.

With the increasing popularity of the ever-advancing AR/VR technology, we shall see more ambient advertising campaigns that criss-cross multiple media to engage the audience. It also allows the real-time transmission of data for a more customized user experience. The possibilities for marketing are endless. Imagine two stations using AR technology promoting a product or experience, say, automobile, two players at the two stations that are miles apart can play a race car game competing with each other at the same time and the brand or product is promoted in an immersive way as a result. The players’ interactive experience can also be streamed online and elicit real-time responses.