Augmented Reality, Mobile Apps Add More Life to Print

In conjunction with the tents, Trekk had a person on the floor at the show to monitor its progress, while a social media drive, via Twitter, encouraged attendees to look for the tents. "The idea of engaging in a casual way with someone while they're eating lunch or breakfast is not intrusive," Anderson says. "It's a way to start a conversation with the person that's sitting next to you. In this case, (Canon) sought whimsical and fun. It's very light on brand message, more fun than a hard sell. Underneath the hood, we're collecting name, address and other (user) pertinents."