We explored the link between print and digital
Everybody likes to get a bit of attention sometimes. Summersault is no different, but we went about getting it in a way that sets us apart from most of our competitors.
Summersault explored the link between print and digital with a specially designed advert, set out on a page with a small image in its centre, which appeared in Marketing Week.
The eye-catching advert used a QR (quick response) code to capture people’s attention and take them on a digital journey designed to raise awareness of Summersault.
A QR code is a specific matrix barcode that can be scanned by smartphones. The user will then be taken to the linked website or series of pages, which contain more information, a video or any other media.
The technology, which is becoming gradually more popular, benefits companies by sustaining people’s interest for longer, directs users into a specific online space and generates analytics for print to online visitors.
Summersault’s QR code stimulated an increase in visitors to the company website, some from the link found on the landing page.
“We had double the usual average number of visitors to our website in the two days after the magazine came out,” said Robert Ford, Head of Digital. “They spent an average time of one minute on the landing page.
“That’s a minute of extra attention from one advert, rather than just a few seconds as it is skipped past in the magazine.
“We have learned a lot from the exercise, gained more visitors and had a few emails from major brands.”