Augmented Reality as a Technology Bringing Interactivity to Print Products

Augmented Reality (AR) is the technique of superimposing virtual objects in the user's view of the real world, providing a novel visualization technology for a wide range of applications. Hence, it is a user interface technology that combines the perception of real environments with digital, virtual information. AR is also a promising tool for creating playfulness connected to printed items. In this study we present one example of creating an interactive and playful advertisement for a printed magazine by innovating possible outcomes together with a publisher (Aller), an advertiser (brand owner, Sinebrychoff) and technology experts (Undo and VTT). The whole process was carried out in close contact with the readers and their viewpoints were taken into account in several parts of the design process. Based on the results, more than the easiness of the application, the readers of the magazine studied valued the inspiration and connectedness that the use of the application offered. The overall rating of the application was positive and encouraging for the future use of the technology. It may also be concluded that the use of AR applications in conjunction with print products makes it possible to expand the scope of the traditional marketing mix.