The current crop of young people looking to attend university in 2010 is largely a generation that has embraced the technology revolution. They are digital natives and look for novelty in communication.

So for QUT’s latest direct marketing campaign to first-time uni goers that selected the university as their first preference for enrolment, we turned to an innovative application of Augmented Reality to deliver an engaging experience that goes beyond the ‘thankyou letter’ of old.

For those not familiar with augmented reality, it allows the user to turn a flat image into an on-screen 3D experience by simply holding it up to a webcam… and in this case we took it further by personalising the message for each recipient.

Still confused? Check out our demo video below!

It’s a campaign that we’re really excited about as it has great appeal for the market, and has proven to be a successful integration of traditional direct and interactive marketing to deliver recipients a very personal and entertaining experience.

We also feel that there’s quite a natural fit between augmented reality and QUT’s brand position as a university for the real world -- and we’re pretty sure that QUT is the first uni in Australia (maybe even the world) to create an augmented reality piece for future students like this.

If you want to give it a go for yourself, head to www.qut2010.com, print out your own QUT marker, and fire up your webcam. We’d love to hear what you think!

Scott Esdaile is BCM’s Social Media Manager

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