Admissions Marketing Campaign Uses ‘Augmented Reality’
Prospective students now have the opportunity to interact with The University of Scranton even before they step on campus.
A new marketing campaign from the school implements “augmented reality,” a technology that presents users with sound, video or graphics that appear to be imposed on a live, physical environment.
Posters highlighting The University’s upcoming open house events invite users to download a free app, called Layar, point their mobile device or tablet at the ad, and watch it “come to life.”
As users watch through their mobile device or tablet, The University of Scranton logo transforms into a short video about the campus. A button invites users to “share with friends” using their messaging app or social media platform, making it easy to spread the word. Another link redirects users to The University’s website for more information about the college and how to register for open house dates.
“When we showed a poster to current students and asked them to scan it they thought it was really cool, and something that would appeal to prospective students, and that they would tell their friends about,” said Lori Nidoh, director of marketing at The University of Scranton. “Though the technology isn’t new, most people have never seen it in person.”
An additional poster design was added to the mix to explain to shoppers how to utilize the Layar app and interact with the various advertisements.
The posters will be on display in the following shopping malls until late October:
- Connecticut: Stamford Town Center and Westfarms Mall
- Massachusetts: Burlington Mall and South Shore Plaza
- Maryland: Arundel Mills, Towson Town Center Mall and Westfield Montgomery
- New Jersey: Monmouth Mall, Paramus Park Mall and the Mall at Short Hills
- New York: Roosevelt Field, Smith Haven Mall and the Westchester
- Pennsylvania: The Court at King of Prussia and Lehigh Valley Mall
- Virginia: Fashion Centre at Pentagon City
The University promoted the campaign on its Facebook page and campus e-newsletter. Students and alumni also can enter a contest by submitting videos of themselves interacting with the posters at a shopping mall in or near their hometown.
According to Nidoh, augmented reality opens up more options for The University’s marketing campaigns. The college hopes to use the technology in future print marketing materials, like viewbooks and posters that are mailed to prospective students.
“It is exciting for us to explore the new ways technology can help us share the Scranton story and engage in a more interactive way with prospective students,” said Nidoh.
