Our friends at the Dutch fashion brand SuitSupply are back again with a huge, week-long insert campaign in the Wall Street Journal.
Just a few months ago in March we shared how SuitSupply launched its spring catalogue with an interactive print campaign that let you purchase items and see behind the scenes videos from their stylish photoshoots. Now, the brand is making a big push in the United States, publishing an interactive fashion newspaper in the Wall Street Journal.
The 32-page insert has been running since last Friday, May 9th and has the potential to reach 1.2 million subscribers per day. With the help of Layar partner Limebizz, the newspaper was made interactive with the Layar Creator.
“We’re getting a bigger footprint in the U.S., and we’re seeing lots more people going to our online store, so it made sense to do some with a bit of a broader reach,” CEO Fokke de Jong said in an interview with BusinessWeek.
The insert is a huge ad campaign from SuitSupply, and the fact that they’ve chosen to make it an interactive print campaign with Layar’s technology says a lot about their confidence in this new medium.
Brands are seeing higher engagement in ads and editorial content with interactive print, so it’s no surprise the SuitSupply again has chosen interactive print for this important campaign.
Gazettes Newspapers, a group of newspapers in Long Beach, California, has discovered the Layar Creator, augmenting the front pages of its sports sections with bonus videos for readers.
Sports editors Mike Guardabascio and J.J. Fiddler recorded the video embedded above that explains how readers can use their smartphone to access the bonus content with Layar. Here’s a excerpt from an article about the project that appeared in the Gazettes.
Gazette Publisher Simon Grieve said that as digital consumption continues to grow, the Gazette is dedicated to embracing the advancements of a tech-hungry world, and finding ways to integrate familiar and trusted forms of news media with these new developments. […]
“Newspaper pages can only hold so much,” Grieve said, “but the opportunity to have an array of digital content hiding just beneath the surface, ready to be brought to life with a simple scan from a cell phone, opens a lot of exciting doors for both newspapers and their readers.”
Mike Guardabascio, co-sports editor at the Gazettes, shared his excitement about the new technology:
“When (co-sports editor) JJ Fiddler and I first got to the Gazettes, we joked about how great it would be to put our video highlights in the newspaper, should that technology ever exist.” Guardabascio recalled. “We weren’t serious, but now someone has come along and invented a way to do just that.”
We love that pioneering journalists have started using the Creator to enhance the static print pages of their newspapers. This project is a prime example of how any publication, big or small, can quickly begin creating interactive print all by themselves with the Layar Creator.
Gazettes also plans to continue using the Creator with it’s coverage of the 2012 Summer Olympics in London.
Yesterday marked the opening of Fashion Week here in Amsterdam, and to spread the word today, they’ve enhance the front pages of every big newspaper in the Netherlands.
From de Volkskrant to Spits to Trouw and of course De Telegraaf - all of them have content waiting to be unlocked and viewed by scanning them with Layar. The fashion house Marga Weimans is behind the “take over,” which features a special video and other info about Fashion Week.
If you’re in the Netherlands, pick up a newspaper, scan it with Layar and check out the videos and other content. Watch the video below to see today’s papers come to life!
Layar is very proud to be a part of the 2011 De Tegel journalism awards. Each year the event honors various achievements in journalism - it’s basically the Dutch version of the Pulitzer Prize.
This year, De Tegel is using a unique, new newspaper design to announce the winners, and they’ve given it a digital twist with Layar.
Today in The Hague, De Tegel holds its annual awards event, where the new paper design, filled with info about the winners and nominees, will be passed out to attendees. The paper was specially designed with tabs, an invention by Koos Staal (Staal & Duiker) and Matin van Ee (BDU). The new design aims to be easier to handle and read while remaining attractive to advertisers.
Each nominee has a photo and description which have been augmented with digital content. Readers can scan the images to view videos, hear more information or read the nominated works.
Have a look at the example pages after the jump and scan them with Layar to check out the project!
Photo by Will Halsey/Bloomberg Businessweek
Layar is very proud to be a part of the 2011 