| Customers: Gardaland
Contractors: Konica Minolta Product: Konica Minolta genARateProject date: 2019/07 - 2019/12
|
2019: Implementation of genARate
On December 23, 2019 the Konica Minolta company reported that it implemented augmented reality in amusement park Gardalend. The basis of the project was formed by the solution of augmented reality genARate which allowed "recover" printed marketing materials of the park.
According to the company, when developing the last advertizing campaign its guide of Gardalend was faced by two main objectives: attract visitors and increase the involvement of the existing audience. For achievement of goals the decision to use technologies of augmented reality was made, and as the partner selected Konica Minolta company.
Creation of content of augmented reality became the first stage of an advertizing campaign. For this purpose the Konica Minolta company in cooperation with the Italian creative agency ANANAI developed videos, animation and 3D - images which were loaded into a cloud service of augmented reality of genARate. Also the special images printed on booklets were added to the database. They became "triggers": at their scanning on the smartphone of the visitor AR video is started.
The booklet with information on new products and special offers was received by all visitors of the park. Images in the booklet "came to life" thanks to technologies of augmented reality – namely to the genARate service showing the developed multimedia elements.
According to the results of a campaign promotional materials of amusement park Gardalend were distributed more, than in 300 outlets in all territory of Italy. Responses of visitors allow to speak about a technology appreciation audience.
 | Augmented reality becomes a logical component of interaction with the consumer: people were tired of information noise and react only to really non-standard marketing communications. Besides, AR solves a problem of the one-sided, imposed interaction: the consumer himself selects, to use effect of augmented reality or not. Artur Sinitsyn, the director of business development and to marketing of Konica Minolta Business Solutions Russia told |  |
| The site content is translated by machine translation software powered by PROMT. The machine-translated articles are not always perfect and may contain errors in vocabulary, syntax or grammar. Read original article If you find inaccuracies or errors in the results of machine translation, please write to editor@tadviser.ru. We will make every effort to correct them as soon as possible. |