NewPage is at it again. They recently launched the 15th edition of the their Ed series: Interactive Print. Everyone knows paper has been around forever, it's the original communicator. This new educational promo illustrates just how paper + print keep getting better. Finding new ways to connect not only to the audience but other media, proving yet again, print is more vital than ever.
The promo, printed on Sterling Premium and designed by Froeter Design, is broken up into three sections. The first is True Interactivity, this section offers great ammo for the print reps out there. It's chock full of good stats and case studies like the direct mail campaign for the Milwaukee Brewers targeting ticket season holders. The Brewers used VDP a few years ago to address lower than normal season ticket renewals. In the second phase of the campaign, they first mailed a card with a photo showing an empty locker with the recipient's name above it (between the team's two star players) with a phone number an invited them to call. It was mailed around Valentine's Day in a red envelope. The second piece was a puzzle, that when assembled was missing a piece - the ticket season holder. The recipient was again encouraged to call. Over 12% responded, resulting in excess of $1 MM in recovered lost revenue.
The next section is all about touch, featuring some amazing print production. There's an orange die cut to encourage the reader to peel the orange and see what's behind it. Another one is a promo touting the benefits of sunlight printed using photochromatic inks - so when exposed to the sun the message is revealed. There's also a good one promoting thermochromatic inks that's sure to leave a lasting impression on a print buyer.
The third section is called the gateway and is all about using print as an effective bridge to other media. Print can leverage its advantages—its accessibility, simplicity, its emotional connection—to steer readers to a website, a video, an e-catalog or other location. Once again NewPage uses the Layar app to illustrate Augmented Reality featuring an example on the Lincoln MKZ literature that agency Latch + Associates created - showing how the creative team took it a step further and enabled users to experience traveling back to the future in vintage Lincoln product shots. Very Clever.
Bottom line is whether you employ traditional print techniques like die-cuts or integrate new technology like augmented reality - print is truly interactive and provides the marketer with the ability to connect to both the reader and other media. How's that for ROI?