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Augmented Reality Greeting Card
Client: Hallmark
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Situation: Hallmark was seeking new technology to extend a physical
communications medium into the digital world. The technology would enable a user
to augment their personal expressions with digital platforms.
Response: Proposals were received from North and South America,
Europe, Asia, Oceania and the Middle East. Hallmark was named on the innovation
request, which allowed many respondents to illustrate their creative approaches
to address Hallmark's goals.
Impact: Hallmark short-listed five or six interesting responses
and ultimately selected a German provider, Metaio. Among other commercial credits,
Metaio had recently worked with Popular Science magazine on an augmented
reality cover sponsored by GE. Hallmark worked with Metaio to get cards with the
new technology on the market in time for Mother's Day 2010, within one year of initiating
the innovation project with NineSigma.
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