Layar

Blog: Brands

Net-a-Porter Launches 2nd Interactive Print Issue

Chris Cameron April 18, 2014

Back in February we shared how Net-a-Porter had launched a completely new magazine with Layar’s Interactive Print technology built in from day one. And now we’re happy to share the Summer 2014 issue of PORTER is on newsstands now!

If you’re unfamiliar, Net-a-Porter is one of the biggest names in online luxury retail. It was a unique, but innovative step to enter into the print realm by launching PORTER – it’s not often that online outlets look to expand into print, it’s usually the other way around. But the truth is, Net-a-Porter saw a big opportunity to expand its online retail presence by reaching people where they discover fashion: in the pages of magazines.

With the custom Net-a-Porter app, readers can scan the pages to reveal links and instantly buy the season’s hottest items as they see them in the magazine. Whether checking out new shoes or upcoming summer styles, the latest PORTER provides convenient links back to Net-a-Porter’s online outlet to buy the items.

This month, the one-and-only Lady Gaga graces the cover. Inside, along with all of the latest in fashion, PORTER features interviews with celebs and personalities including “strong women” like Arianna Huffington, Sarah Silverman, Zoe Saldana, Christiane Amanpour and more. Readers can also view bonus videos with their favorite interview subjects by scanning the pages.

And the extra content doesn’t stop there. PORTER also features links on nearly all of its advertising pages for the biggest names and brands in fashion.

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MediaHouse Brings Interactive Print to Bermuda

Chris Cameron April 14, 2014

The frontier of Interactive Print, as it spreads across the globe, has made a stop in paradise.

MediaHouse, one of the largest media companies in Bermuda, has introduced Layar’s technology in its portfolio of properties, including the Bermuda Sun newspaper, Bermuda.com, Island Press and more.

Readers of the Bermuda Sun can see stories and advertisements come alive with videos, photo galleries and music four sections of the paper: News, Life, Sports and Tech. The printed Bermuda.com guide for April (pictured on the right) features a cover video that brings the photo of a flyboarder to life. And employees at the Island Press are having fun showing off their interactive business cards.

Check out the video below of people around Bermuda reacting to the interactive content.

MediaHouse says it recognizes the opportunity not only to enhance its editorial content, but also to provide a premium service to advertisers. Several ads in the Bermuda.com guide have interactive elements that can be accessed by scanning the pages with the Layar App.

“Advertisers are keen to get their messages onto the smartphones of their audience, careful to entice without annoying,” the company said. “Augmented Reality (AR) provides that opportunity because users engage their smartphone or tablet voluntarily.”

The company says it intends to increase its use of Layar going forward, so expect more great content from Bermuda in the future!

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DreamLand Toy Store Launches Online Store with AR

Chris Cameron November 18, 2013

DreamLand, Belgium’s largest Toy Store and part of Colruyt Group, is helping to promote the launch of its online webshop with a cross-media brand activation campaign across Belgium.

The multi-faceted campaign also included a TV commercial, a flyer, a pair of websites and more! The work was even two-fold due to Belgium’s two main languages - French and Flemish. A brochure in both languages featured Layar’s interactive print technology to bridge the gaps between the print and digital elements of the campaign.

The cover of the brochure, which reaches 4 million households across Belgium, comes to life with an excellent example of AR video. Readers can scan the cover to watch the boy (and some of his toys) come to life and share his wish list with Sinterklaas (the version of Santa Claus celebrated in Belgium as well as the Netherlands and Luxembourg).

The video grabs readers’ attention and directs them to a campaign landing page where kids can interact with Sinterklaas, asking and receiving video responses to their questions. Parents can also order a personalized letter from Sinterklaas himself to surprise their kids.

“We believe AR still has a strong ‘magical touch/appeal’ by bringing visuals, characters and text to life,” said Fred Goffin of Colruyt Group. “From a customer journey perspective, AR brings print closer to the digital ‘gate’ which was a key objective of the campaign.”

Visit DreamLand’s pages (one in Flemish, and the other in French) to learn more about this terrific cross media campaign with Layar.

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Crystal Light’s Augmented Ads

Chris Cameron September 16, 2013

Beverage company Crystal Light launched a magazine advertising campaign with a twist – Layar’s interactive print technology!

Readers of various magazines in the U.S. will see the “Color Me Stylish” Crystal Light ads. Some of the ads feature black-and-white illustrations which can be brought to life with color by scanning with the Layar App.

In this example, scanning the ad brings up a nicely-designed widget that lets the reader view different illustrations for different flavors and colors of Crystal Light. The products in the illustration change color and can be tapped to view more info.

Try it yourself! Click the image to the right to view a larger version that you can scan with the Layar App. It’s a fine example of what’s possible with the Layar Creator.

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Elle Magazine Adds Layar in the UK

Chris Cameron August 23, 2013

Katy Perry isn’t the only eye-catching thing in this month’s Elle UK.

Inside the popular women’s magazine, readers will find they can scan pages with the Layar App to discover bonus materials, including links and behind-the-scenes videos.

Here’s what Elle had to say about its latest issue:

“You can bring the web page (pg 40) to life so you can get to the online content direct via your phone, including our behind-the-cover Katy Perry video.

See the Chanel page with the whole world on it? You can scan the page and see every look from that show while you’re on-the-go.

And that’s not all – you could also win a beauty goody bag, worth £200. All you need to do is head to pg 314 and find the hidden beauty video using your Layar app. Tweet @ELLEUK using #ELLEsept and the name of the video for your chance to win.”

With the Layar Creator, brands can easily add digital interactivity to print in just minutes! Learn more here!

Check out what readers can see with Layar in the September issue of Elle UK below. To see more great examples, visit our new Inspiration page!

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