Integrated Marketing Successes: Crossing the Channel

Lyon College then used the information to tailor a followup, customized direct mail piece. This piece included an Augmented Reality trigger that launched a video of the school's president screaming as he took a ride on the campus' zip-line.

The direct mail creative stressed the iPad offer and the interactivity of the campaign; in fact, the front of the initial postcard mailing was even designed to resemble an iPad. The followup mailer still incorporated the iPad theme, but also contained variable fields in addition to the Augmented Reality clip and text/images that spoke to the prospects' information provided on the prior PURL call to action, delivered in texting-variety format.