beginnen gin - PrintPromotion

düsseldorf, germany
www.drupa.com
Printing and and PaPer technology 27 27
your link to print
one one world – – one one drupa
may your 3 3 –16, –16, 2012 link to print
one world – one drupa
düsseldorf, germany
www.drupa.com
DruPA 14
your your link link to to more more – Stimmen – Stimmen Sie Sie sich sich schon jetzt jetzt auf auf die die
drupa 2012 2012 ein! ein! Webcam auf auf das das drupa Logo Logo mit mit
richten. Your Mit link Mit Smartphone/Tablet to Smartphone/Tablet more – Point your PC: webcam PC: kostenlose at the Junaio drupa
App App logo. herunterladen Download the und free und starten, Junaio starten, App Channel on your drupa smartphone wählen. or
Mit Mit tablet PC-Webcam: PC, start drupa.de/augmentedreality it drupa.de/augmentedreality and select the drupa channel. aufrufen. On aufrufen. PC webcam,
go to drupa.com/augmentedreality. For further help, visit
Weitere www.drupa.com/help
Infos: www.drupa.de/hilfe
Weiterer At your Service service: für für drupa Sie: Sie: drupa information drupa besucherinformation
as a webapp
als als webapp for webapp iPad für and für iPad various iPad und und diverse android diverse Android-Tablets!
tablets! Android-Tablets!
drupa – let the future begin
Messe Messe Messe Düsseldorf GmbH GmbH GmbH
Postfach 1010 1010 1010 06 06 06
40001 40001 40001 Düsseldorf
Germany
Tel. Tel. +49 Tel. +49 (0)2 +49 (0)2 (0)2 11/45 11/45 60-01 60-01
Fax Fax +49 Fax +49 (0)2 +49 (0)2 (0)2 11/45 11/45 60-6 60-6 68 68 68
www.messe-duesseldorf.de
For over 60 years now drupa has been the driving force providing
decisive momentum for the industry and accompanying the structural
change occurring in the print and media industries. Buzzwords like
web-based technologies, digital printing in concert with sheet-fed and
web-offset printing, cross-media communication and mobile devices as
well as the networking between the various technologies are on
everybody’s lips at present. With its over 1,850 exhibitors and more
than 350,000 international visitors drupa 2012 is perfectly timed in this
period of change. It stands for the complete global ranges available for
the print and media industries, for both current and upcoming trends
but also those in the distant future. The fair accompanies these changes
taking us all into the future of Print 2.0.
drupa in turn has always picked up on the current trends in print
communication with its marketing campaigns, adapted them to the
needs of a leading international trade fair and put them into practice
correspondingly. As it also will for the 15th edition of drupa. The campaign
motto reads “your link to print”. The ad motifs and visitor mailings
therefore consistently link the print, web and mobile media channels.
This line is made possible by Augmented Reality – or AR for short. Print is
enriched with multi-media elements. The initials AR in the top right-hand
corner of each ad immediately catch the eye. If readers equipped with a
special software (Junaio; also see www.drupa.de/hilfe) focus on the
so-called marker via their Smartphone, tablet or PC/laptop camera a
3D animation starts up on the screen. At the touch of a finger on the
interactive button they are then navigated direct to the drupa landing page.
The benefits are self-evident: print directs readers in a targeted manner to
the drupa website where they can obtain the latest news.
Last but not least, tablet PCs and ever improved Smartphones increasingly
move Augmented Reality into the public eye by opening up new and
attractive applications for the entire communications industry. However,
technology should never be an end in itself.
Instead, it should be incorporated into the campaign concept as a whole –
and be subordinate to the communicative objectives and contents. This is
precisely the success formula of cross-media campaigns that link print with
web and mobile.