The Dentsu advertising agency of Japan is helping Tokyo Shimbun try out a new approach to helping children digitally access the printed newspaper by using the paper’s augmented reality (AR) app.
For a one-day trial, Dentsu worked with newspaper staff to convert nine stories in the paper into a more easily understood format that became visible when a child held a smart phone over the original story. An animated character helped explain the story, which appeared in an alphabet more easily understood by children. You can see a video about the demonstration HERE.
Continuing to use the app to help children better understand the news is under discussion, according to Yoshiro Kurauchi, head of the project for Tokyo Shimbun.
Tokyo Shimbun had already been using the same app, “Tokyo AR,” to show films linked to print advertisements. The youth project, done on 20 October 2012, also included four advertisements targeting parents and children. Dentsu reports that at least three companies have since launched dedicated newspaper ads that target both parents and children: Hato Bus (travel), Kirin (soft drinks)and Meiji (yogurt).