AUGMENTED REALITYRR Donnelley Digital Solutions

Enhanced Print

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AUGMENTED REALITY

Augmented reality adds a layer of digital information to what is viewed in real-time through a device’s camera lens. It requires a native app that uses augmented reality technology to essentially take over the device’s camera to track a recognizable trigger. It can be used to enhance print, directing the user to an interactive and engaging experience.

Augmented Reality Can be Used to:

EDUCATE/SELL ENTERTAIN ASSIST

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EXTENDING CUSTOMER EXPERIENCES

• Augmented reality (AR) is additive to print

• Bridges the print and digital world

• Add interactivity with graphic overlays that allow prospects and customers to interact directly with the information

• Augmented reality can be seen as a new channel of communication

Augmented reality changes the equation to print AND digital

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ENHANCING PRINT THROUGH AUGMENTED REALITY

Use Augmented Reality to Increase Engagement:• Explore new channel of communication• Bridge print & digital• Bring a picture to life, adding video to

the printed page• Make content literally jump off the

page by presenting objects and information in 3D space

• Add interactivity with graphic overlays that allow customers to interact directly with the information

• Make the most of existing content• Update content and customer

experience without changing the printed trigger, or printed piece

AUGMENTED REALITY CAPABILITIES

RR Donnelley develops and executes augmented reality experiences from start to finish or anywhere in between:• Consultative approach; more than

just a technology play• Experience concepting and strategy• Resources to extend your efforts• Content creation (video, animation,

interactive, navigational elements)• Repurposing existing content for AR

use• Project management and response

tracking

AUGMENTED REALITY – HYUNDAI AR EXAMPLE – 3D

Download “Hyundai AR”from Apple App Store or Google Play

Use Hyundai AR to view this page

or visit ww.hyundaiarapp.com to print image to trigger augmented reality experience

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AUGMENTED REALITY – HYUNDAI AR EXAMPLE – ANIMATION

Download “Hyundai AR”from Apple App Store or Google Play

Use Hyundai AR to view this page or visit ww.hyundaiarapp.com to print image to trigger augmented reality experience

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AUGMENTED REALITY – DELL LAPTOP MAILER – PLATFORM AR (DAQRI APP)

Printed piece is actual size and layout of computer with peel away panel to highlight the XPS-13 ‘borderless’ display

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EXTENDING CUSTOMER EXPERIENCES – PLATFORM AR (BLIPPAR APP)

• Leverage content from other channels, extend the printed page

• Communicate key features and benefits through rich media• Provide additional response alternatives

Catalogs – Blippar Example

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AUGMENTED REALITY

• Postal Service Emerging Technology Promotion 2% up front discount on qualifying mail packages that incorporate “enhanced” AR technology

– Timing; June 1, 2015 and run through November 30, 2015– Includes Standard Mail and First-Class

• Eligibility requirements may include some basic elements, but must include one or more of the USPS defined “enhanced” AR elements

– Enhanced AR is a bit subjective through the USPS requirements

– Typically an animation that includes animated elements to tie the video or experience to the printed page have been approved

– DSG works with USPS to secure approval– Leveraging Blippar to satisfy USPS requirements

USPS 2015 Emerging Technology promotion provides an incentive for incorporating enhanced Augmented Reality

THANK YOU

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