P&O Cruises to enliven direct mail with augmented reality

Augmented reality experiences firm Zappar is working with P&O Cruises to make its direct mail campaign more engaging, ahead of the launch of new ship Britannia.

Augmented reality experiences firm Zappar is working with P&O Cruises to make its direct mail campaign more engaging, ahead of the launch of new ship Britannia.

Exclusive video content will be brought to life on the pages of a ‘zappable invitation’ via an augmented reality app.

Consumers can unlock interactive footage of the new ship by downloading the free app and scanning the page, as well as signing up for experience days.

The invitation invites people to experience Britannia first-hand ahead of its naming and maiden cruise next month.

The cruise line will be able to better measure the effectiveness of the campaign through real-time analytics with Zappar’s built in data dashboard. This includes data on how many mailers have been zapped and how long they stayed engaged with the experience in terms of “dwell time.”

Christopher Edgington, marketing director of P&O Cruises, said: “It’s important that we continue to engage with our customers and gain a better understanding of what’s really making a difference in our communications.

“Zappar has brought an exciting and infinitely more measurable approach to one of our main points of contact with the customer, direct marketing, which allows us to do just that.”

Max Dawes, partnerships director at Zappar, added: “Augmented reality is really great way to inject some life into direct marketing and create the real wow factor.

“It allows you to take your customer engagement one step further, encouraging interaction and participation through the marriage of physical print and digital devices.

“From a marketer’s perspective, it’s great to be able to measure interaction as quickly as possible in order to determine how successful the campaign has been, and through our dashboard you can do just that.”