I recently stumbled upon some good examples of how brands have been seamlessly combining print and digital marketing. It got me thinking about how this powerful fusion can create unique and engaging marketing experiences. So, I decided to put together this post to share some of my favourite examples and give you a few tips on how you can incorporate both print and digital marketing into your own campaigns.
Examples that caught my eye:
19 Crimes Wine
When you scan the label of a 19 Crimes Wine bottle with your phone, they come to life with an augmented reality story about the crime the person on the label committed. It's such a clever way to combine storytelling with a great wine experience.
IKEA
IKEA's print ad for their new range of bed frames and mattresses is an (admittedly gimmicky) fun idea. Not only does the ad emit a calming lavender scent, but it also plays white noise to help you drift off to sleep. I would seek out this ad just to try it...
Louvre Abu Dhabi's "Highway Gallery"
Imagine driving along a seemingly endless highway and suddenly coming across billboard-sized reproductions of classic masterpieces like the Mona Lisa and Vincent Van Gogh's self-portrait. The Louvre Abu Dhabi did just that, and they even took it a step further by synchronising audio clips to local radio stations, giving drivers an engaging art experience.
Nivea
Nivea's print ad for their sun care range is not only innovative but also a helpful tool for parents. The ad includes a detachable wristband that can be linked to a mobile app, which alerts parents if their kids wander off too far on the beach.
Burger King's "Burning Stores" Print Ads
Burger King took a bold approach with their print ad series, using images of real fires at their restaurants. These eye-catching ads, complete with a stamp that read "Flame-Grilled Since 1954," show how risk-taking can pay off in marketing.
Spotify's Out-of-Home Ads
Spotify cleverly used data-driven billboards to create humorous out-of-home ads that generated a lot of buzz on social media. By combining data analysis with witty messaging, they managed to engage and entertain their audience.
Tips for combining print and digital:
1. Breathe new life into QR Codes
QR codes are making a comeback, and they're a fantastic way to drive traffic to your online campaigns while also gathering interesting insights about when and where people are engaging with your printed materials.
2. Drive traffic from print to digital
Make sure your print material has a strong call-to-action (CTA) that encourages readers to visit your online channels for more information. A compelling CTA can drive more traffic and conversions.
3. Augmented reality
AR technology can take your print marketing to a whole new level. For example, Nissan used a newspaper ad that, when viewed through a mobile app, gave an interactive tour of their new car. This led to a 65% increase in test drives booked via the app.
4. Clever Call to Actions (CTA)
Give your audience a reason to interact with your brand. For example, encourage them to take a photo with your print advertisement and share it on social media for a discount on their next purchase.
5. Personalised URLs
Add personalised URLs to your printed materials to monitor customer activity and build trust with your audience. These URLs are 40% more likely to be clicked on, so it's a smart move to include them in your marketing materials.
Whether it's using QR codes, augmented reality, or personalised URLs, there are countless ways to merge these two marketing channels and create campaigns that truly stand out. Remember, the key is to think outside the box and explore innovative approaches that make your brand stand head and shoulders above your competitors.
If you're intrigued by these examples and tips and want to explore more ways to blend print and digital marketing for your business, please don't hesitate to get in touch with us. There's a world of creative opportunities out there, and we'd love to help you discover the perfect blend of print and digital marketing strategies tailored to your needs.
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