In the world of marketing, brands are constantly searching for new ways to break through the noise and capture attention. As we’ve moved into the digital age, physical media like print might seem like it’s taken a backseat. But with the rise of Augmented Reality (AR), print is gaining a whole new dimension and making a significant comeback. Let’s dive into how AR is transforming print into an immersive experience that elevates brand storytelling and drives customer engagement.
What is Augmented Reality (AR)?
Augmented Reality overlays digital content—such as images, sounds, and interactive elements—onto the real world via devices like smartphones and tablets. AR creates an interactive layer that brings static materials to life, turning a traditional printed piece into an experience that captivates audiences in a way that pure digital or physical media can’t achieve alone.
How AR Enhances Print Marketing
Adds Interactivity to Print Content
AR allows marketers to add interactive elements to print media, creating dynamic experiences that transform a static image into something viewers can engage with. Imagine a magazine cover that, when scanned with a phone, reveals a behind-the-scenes video or a catalog where product details appear in 3D with a simple tap. These immersive experiences give consumers a reason to linger, explore, and connect with the brand on a deeper level.
Ally Bank used the captivating power of Augmented Reality to help educate children about earning, spending and saving. This oversized cube delivered flat and then automatically popped into its 3 dimensional shape. Scanning the QR code with their Smartphone unlocked 4 different AR experiences the child could access just by pointing their phone at any of the cubes sides.
Provides Rich Data and Insights
AR-enabled print doesn’t just engage audiences; it also offers valuable insights for marketers. AR technology tracks metrics like scan rates, time spent interacting with the content, and conversion actions taken afterward. This data allows brands to understand what resonates with their audience and refine future campaigns for even better results.
Enables Seamless Cross-Channel Integration
Augmented reality is a powerful bridge between print and digital channels. For example, a direct mail piece might prompt users to scan a code and view a 3D model of a product on their device, which then seamlessly connects to the brand’s website for easy purchasing. This integrated approach creates a smoother customer journey, guiding consumers from awareness to action.
Enhances Brand Storytelling
With AR, brands can expand on the stories they tell through print. Picture a travel brochure that brings a destination to life with a 360-degree view, or a product catalog that includes tutorials and “how-tos” accessible through AR. These interactive experiences make storytelling richer, more informative, and far more memorable.
Examples of AR in Print Marketing
Retail
Brands like IKEA have leveraged AR through their print catalogs, allowing customers to place virtual furniture in their own spaces. This interactive feature helps customers visualize the product’s size, color, and fit within their homes, increasing purchase confidence.
Real Estate
Real estate firms use AR to make property listings more interactive. With AR, potential buyers can take virtual tours of properties, view 3D floor plans, or even see the building’s surroundings—all from a printed brochure or a mailer.
Event Marketing
Many events and trade shows have started incorporating AR in their materials. Attendees can scan event guides or posters to view speaker schedules, watch promotional videos, or even locate the exhibitor booths in real time, providing a richer event experience.
Canada Post harnessed the power of Augmented Reality to convey the powerful results of direct mail. The mailer was sent to participants of Canada Posts’s “Secrets of Direct Mail” webinar. The recipients were asked to scan the code on the stage and then point their phone camera to the stage to watch a video on Absolut Vodka’s record-breaking 70% increase in sales as a result of a direct mail campaign. The inclusion of Augmented Reality allowed the video to play within the imagery of the stage mimicking an actual live presentation.
Pharmaceutical
Pharmaceutical companies are increasingly using Augmented Reality (AR) in their print materials to provide patients, healthcare professionals, and sales teams with a richer, more interactive experience. (Trelstar example)
This mailer was used by a major pharmaceutical company and featured a full 360° desktop display. The vertical dividers formed three different sections and each profiled a different drug for the physician. The inclusion of augmented reality tags expanded the experience to their smart phone allowing physician’s instant access to the information they wanted when they wanted it. This helped a major Pharma enjoy a 65% response rate!
How to Get Started with AR in Print
Choose the Right Platform
To incorporate AR into your print campaigns, select a platform that aligns with your goals and budget. There are various AR providers with user-friendly tools for creating interactive experiences, from quick, scannable QR codes to full-blown 3D environments.
Design for the Experience
Ensure the AR component adds value beyond what’s already on the printed piece. Decide on the types of experiences—video, 3D models, or interactive tutorials—that best complement your message and appeal to your audience.
Educate and Guide the Audience
Not everyone is familiar with AR, so include simple instructions on your print materials to guide users on how to access the content. Adding a call-to-action like “Scan to Discover More” can be the prompt that encourages interaction.
Measure and Optimize
Set up analytics to track how your audience interacts with the AR content, and adjust future campaigns based on these insights. Analytics will help you understand which elements resonate the most, allowing you to refine your strategy over time.
Trekk Design wanted a creative way to showcase the mill where Accent Opaque paper is produced. They used an AR mailer to emphasize the print quality, durability (120# cover weight), and the Ticonderoga Mill itself. Recipients could scan AR icons on each panel to unlock video footage, offering a peek into the mill. The AR feature added trackability, helping gauge engagement. Since the launch, International Paper saw over 1,200 new IP4D downloads.
The Future of AR in Print
As AR technology continues to evolve, it’s likely to become a staple in print marketing. We’re already seeing new applications such as interactive product packaging, AR business cards, and even AR billboards. With these advancements, AR offers brands an opportunity to make print experiences even more immersive, interactive, and engaging.
Augmented Reality is proving that print isn’t just alive—it’s evolving. By adding AR to print, brands can create memorable, multi-sensory experiences that bridge the gap between physical and digital worlds. It’s a powerful way to engage modern consumers, delivering information, excitement, and convenience—all with a single scan.
Embracing AR in print marketing not only enhances brand engagement but also showcases how creative technology can breathe new life into traditional media. For marketers looking to stand out in a crowded landscape, combining print with AR might just be the winning strategy.
AR and print, augmented reality, digital marketing, direct mail, print advertising