53 January / February 2024 - Issue 346 www.printmonthly.co.uk a limited-edition run of its products with Halloween-themed packaging. The special packs featured a QR code that shoppers could scan to unlock an AR experience whereby people could knock on virtual doors to find tricks and a treat – just like real-life trick or treat at Halloween. After exploring the AR experience, participants could take a selfie with a mask inspired by the Chobani Flip Halloween characters and share it with family and friends. In addition, consumers could use the QR code to enter a competition to win a house of prizes such as phone screensavers, colouring pages, button pins, keychains, stickers, hats, totes and even a mini fridge. Best of Both Then there is of course the option of running new digital technologies side by side with print, making the use of both mediums without one overshadowing the other. This is exactly what Toronto-based sign-maker Minoh Inc did last year in partnership with Marlin Spring, an integrated real estate company that acquires, develops, constructs, and repositions assets throughout North America. Minoh was tasked with creating wall graphics to be integrated as part of a wider interior video wall display at Marlin Spring’s facility. The graphics featured inspirational wording that portrayed Marlin Spring’s core principles and aims as a business. Printed graphics were placed in and around three video screens installed on an interior wall with the screens overlapping the wording without completely blocking the oversized text. Other aspects of the job included a graphic that listed amenities in the area local to Marlin Spring’s latest real estate project in Toronto, with the aim of showcasing the benefits of living in the region. Minoh used Drytac ReTac Textures Linen for the project, printing the graphics in-house on its HP Latex 365 printer. The graphics were then installed on-site by Minoh’s expert team. “The customer was absolutely over the moon with the look of the graphics after they were installed on the walls,” says Minoh sales manager, Steven Mayers, who adds: “Such was the success of the job that the client will be looking to use this method again on other projects and we look forward to supporting them with future jobs.” These closing comments offer something of an exciting conclusion to this special feature. To put it simply, there is so much scope for crossmedia in print in terms of combining a media we are all aware of with new, more modern digital technologies that were previously seen as a threat. While there is obviously some level of tension between print and digital in terms of which medium brands and customers prefer to turn to, the examples featured here show that the two mediums can support each other in terms of helping clients stand out in today's fast-paced world. Be it a simple QR code that offers access to additional content or running print and digital screens alongside each other to double the impact on passers-by, there is no reason that the two cannot live – and indeed thrive – in harmony. Talking Print has worked with a number of major clients on interactive print projects such as EMI Records, Budweiser, and the Metropolitan Police Factoid QR codes printed on the side of Frito-Lay packs led people to online activities designed by NASA ► Canadian company Minoh Inc integrated graphics with digital screens for a display project ▼ CROSSMEDIA AND INTERACTIVE PRINT
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