Holiday Card & Augmented Reality Experience: 2010 IMA winner
CATEOGORY: Holiday Theme
SECOND-PLACE CAMPAIGN: Holiday Card & Augmented Reality Experience
AGENCY: Fullhouse
CLIENT: Fullhouse
For an agency to showcase its ingenuity and innovation to its clients, prospects, vendors, agency partners and employees all at once is not always an easy task.
So Fullhouse took time over the holidays to create a holiday greeting card that wrapped a whole lotta the agency’s talents and expertise in to one festive package. And it allowed for experimentation with an emerging technology—augmented reality.
In the card, gift tags, or glyphs, were included and had an image of a Christmas tree on them. Instructions on the back sent recipients to www.FullhouseHoliday.com “to playful wonder and activity.”
An entertaining Vaudeville-style, silent movie turned video at the Web site explained what augmented reality is and what to do with the card to experience the interaction. Also at the site visitors could print out the glyph or share the promotion with others via Facebook, Twitter and e-mail.
“We’re always tinkering with our digital ideas and marketing and technology trends especially when you’re clients are looking to you for the latest things,” Daniel Schambow, the experience design director for Fullhouse, said. “The holiday card was a nice way to do that.”
Three tags came with each card so recipients could share the fun with others.
Fullhouse sent out 880 cards, which generated 1,009 visits to its microsite. In addition to positive feedback from recipients, one agency partner said,” Best holiday card of the year. Nicely done.”
“Conceptually we wanted to create something festive and fun, but also that allowed for interaction and exploration,” Schambow said. “Something that offered little surprises and delights. That ultimately was the gift beyond a simple greeting.” —Patricia Odell
