The Power of Clickable Campaigns
Clickable Paper from Ricoh USA (Booth 3601) is an augmented reality solution that bridges the traditional offline-online gap. It connects print and digital with cloud-based intelligent image recognition software. Marketers can create multiple hotspots on a page, sign, poster, vehicle wrap and other printed materials. Each invisible hotspot — there’s no need for QR Codes or barcodes interrupting designs — links to one or multiple sources, instantly taking readers from two-dimensional printed content to online, multi-channel content. The iOS and Android mobile apps are free to download and easy to use. A low-risk growth strategy, Clickable Paper builds on communicators’ existing print expertise and gives them a simple way to deliver more value to their clients or lines of business.
App users interacting with Clickable-enabled content can play, learn or buy in seconds — watch a video, download a coupon, send a tweet, enroll in a sweepstakes. Every click-through is tracked, so the detailed analytics can tell communicators what’s working and what isn’t. Real-time feedback and adjustments to physical media-reliant campaigns marries the tangibility and staying power of physical media with the near-instant feedback of the digital world.
Clickable-enabled communications have the benefits of physical media — immediacy, tactile experience, longer time in hand before being disposed of — while delivering the interactivity and low-barrier calls-to-action of electronic communication. As an augmented reality solution, Clickable Paper allows for more immersive interaction between a recipient and a brand, providing a kind of engagement different from what recipients are used to, but intuitive and familiar enough for them to enjoy easily. Interactivity inspires and encourages action from recipients, creating an active dialogue, playing to recipients’ curiosity about what more they can find out.
In addition to increased engagement, Clickable Paper provides previously unimaginable levels of flexibility for print campaigns. By not tying resource access to specific markings, Clickable Paper allows marketers to adapt clickable campaigns on the fly, without having to reprint materials. The resources a hotspot links to can be changed as frequently as every hour. With Clickable Paper’s built-in, near-real-time analytics, marketers can also view and assess customer engagement behaviors, helping to make informed decisions to updating current campaigns or creating future ones.
All it takes to make a printed communication Clickable-enabled is to upload a PDF of the document into the software, identify the clickable “hotspots,” and create a list of interactive options for each hotspot, from video links to technical manual downloads. Analytics, updated hourly, can be accessed anytime, anywhere via the intuitive in-app dashboard to provide a holistic view of audience engagement.
Clickable Paper itself was built on Ricoh Visual Search (RVS) capabilities developed by the Ricoh Innovations Corporation, allowing for the markless connectivity that serves as one of Clickable Paper’s signature features. Recently, Clickable Paper’s capabilities expanded to include gamification options. With these new features, users can implement several types of games, such as Stamp Rally. Stamp Rally encourages audience members to tally up captures of certain collateral. If attendees of a multi-day conference snap a specific on-site poster for each day of the event, for instance, they could win a branded t-shirt or mug.
These powerful capabilities are available to communicators in three packages: as the default, Ricoh-branded, standalone app; as a reskinned app showcasing an organization’s chosen branding; or as an aspect integrated into an existing app to create seamless, end-to-end brand experiences through the physical and digital worlds.
