Oklahoma State University (OSU) was on a mission to explore new and interesting technology in the marketplace that could take a traditional direct mail piece, expand on it, and connect it with a digital platform. The university needed a unique way to communicate and connect with new incoming students on a personal level using technology that was familiar to the students.
OSU came to ColorArt, experts at combining print with interactive and immersive experiences. Connecting print to digital and leveraging the power of a digital marketing message with the analytics available from ColorArt’s technology providing marketers a stronger connection and better understanding of their customers.
ColorArt and OSU made history as the first school to implement a project utilizing emerging AR technology in a direct mail piece. OSU communicated they had two different upcoming student mailings that would be a perfect match for this technology and direct mail combination.
Utilizing ColorArt’s WebAR technology, each student would be allowed to scan a personalized QR code located on the outside of the mailer. Scanning the QR code would open a customized splash page that would display their name from the registration list, creating a personalized touch in a digital space.
Key to OSU’s targeted AR direct mail campaign is ColorArt’s dynamic personalized WebAR solution; Augmented Reality that is available immediately without the installation of an application. This technology connects students by way of an interactive augmented reality experience that includes:
In addition to the digital experience offered, ColorArt’s Augmented Reality solution provides detailed data and tracking options. The future of this technology is using the analytics provided to increase market penetration through omnichannel marketing and controlled ad placement. At OSU, as incoming students interact with their personalized WebAR experience, Oklahoma State University uses tracking data (such as when and where individual students access OSU’s AR content and the OSU website to get more information) to tailor its direct mail campaign’s metrics to better adjust and optimize the student experience according to user preferences.
OSU’s Marketing & Communications – Department of Brand Management shared, “Oklahoma State is very excited about its newest project with ColorArt. In the competitive and ever-changing landscape we’re in, we believe AR will play a key role with our target audience moving forward. We’re excited to share our hard work in a different medium that will get students excited to see what our school has to offer. We’re always looking to add a more personal feel to our communications, and we believe this new project will be the perfect combination for sharing our message. We couldn’t be more excited to begin sharing it.”
If you’re looking to take your business’s traditional print marketing to the next level by incorporating Augmented Reality, don’t hesitate to contact ColorArt to schedule a consultation.