A hospice in the Rotherham area has revealed an augmented reality (AR) campaign with a difference.
The Bluebell Wood Children’s Hospice is using AR – a technology whereby images can be ‘brought to life’ via a smartphone – in specially adapted beer mats.
The AR-enabled beer mats have been developed in conjunction with local print company Rother Print, and simply require smartphone users to download a free ‘Layar’ app and scan the image on the mat in order to activate the AR link.
Once accessed, the AR link not only presents the smartphone user with an interesting campaign, but also permits the user to go directly to the website of the hospice and make a contribution there and then.
Commenting on his company’s participation in an innovative approach to charitable campaigning, Matthew Wilkinson of Rother Print said:
“As well as being a very inexpensive advertising medium, it’s also great fun to use.”
Rother Print is understood to have produced 500 of the AR-enabled beer mats free of charge for trials in local pubs, one of which – the Travellers Rest at Brookhouse – has already reported positive feedback from their distribution around the establishment. The pub’s landlady, Charlotte Buckingham, said:
“They have been a real talking point. We’ve seen many customers interacting and having a play with them. It was particularly nice to hear a discussion about the hospice and the fantastic work they do and I felt the beer mats have provoked an excellent response.”
The charity says it believes it is the only one in the country thus far to use AR.