MAKe Marketing Successfully Integrates Eye-Catching Traditional Print with Cutting-Edge Augmented Reality in the 2013 UBC Student Viewbook

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The University of British Columbia’s latest Viewbook (a traditional printed University guidebook for prospective Undergraduates) received a major facelift, combining cutting-edge mobile technology with eye-catching print. It’s a move that has other universities and popular publishers following suit.

Imagine the plight of the modern undergraduate freshman; making her way through her prospective new campus with her trusty guidebook. Meanwhile, unprecedented processing power sits idle on her smartphone.

Enter the creative minds of MAKe, who executed a new approach to UBC’s 2013 “Viewbook.” The secret is in augmented reality, using a technology called Aurasma that triggers the delivery of content when the phone’s camera sees an image. Instead of a hideous, hard-to-scan QR code, Aurasma can make an attractive, high quality image appear to “come to life” on your phone.

“UBC is a dynamic, contemporary, and forward-looking place,” said Graeme Menzies, Director, Prospective Student Marketing, Communications, and Social Media. “We wanted our Viewbook to reflect that, both by what it says and what it does.” MAKe, along with xomo Digital, managed the integration of Aurasma with UBC’s existing app, to add new value to the design of the Viewbook. When students scan their phone over images in the book, the app will play videos that add more depth to the topic of that image – adding more context and value to the reader.

It is already a hit with students, and the technology has caught the eye of other universities, celebrities and major publishing houses. “Students are the most media-savvy audience in the world,” said Sarah Tesla, Co-Founder of MAKe. “So we are very pleased with the way students have reacted to the Viewbook.”

Based in San Francisco, Aurasma is helping define the very meaning of augmented reality. Their recent demo at TED Edinburgh has received a great reaction, because they are solving a familiar problem.

“Have you ever seen that website “Pictures of People Scanning QR Codes?” asks a grinning Mary Kellough, Co-Founder of MAKe. “It has no pictures on it. We are not taking for granted that we are on the bleeding-edge of what will be a growing trend in marketing. At last, there’s a useful way to integrate what we see in the physical world with the power of mobile technology.”

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Contact: media(at)makeisawesome(dot)com


Based in the creative community of Mt Pleasant in Vancouver, MAKe provides full service strategy, creative and production services directly to brands.

Available on smart devices, Aurasma was created out of technology that is capable of recognizing images, symbols and objects in the real world and understanding them. It can then deliver digital content in real time, including videos, animations, audio or webpages.

With campuses in Vancouver and Kelowna, BC, the University of British Columbia is one of the top ranked Universities in the world.

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