We recently released an update to the Layar App that introduces a few new features that help make the user experience even better than before. We’ve also produced a new video going over the basics of the Layar App, which you can see above.

Firstly, we’ve made it easy for users to discover and interact with your campaigns. Users are eager to scan content around them with the Layar App. The new What Can I Scan? section in the side menu provides a dynamic list of campaigns that are available in the user’s region. It also directs them to four basic uses of interactive print: items with the Layar logo and call-to-action, QR codes, paper currency and movie posters.

See how you can discover new content in the video below.

And secondly, we’ve added a fun new feature that allows users to capture a screenshot or photo of the interactive experience they are viewing. Tapping the campaign icon in the upper right corner reveals a Take Photo button which they can use to capture, share and save their experience! If they like what they see, now they can save it and share it!

Take a look at how this works in the video below.

You can check out the new features now in the latest version of Layar for iOS and Android.

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DreamLand, Belgium’s largest Toy Store and part of Colruyt Group, is helping to promote the launch of its online webshop with a cross-media brand activation campaign across Belgium.

The multi-faceted campaign also included a TV commercial, a flyer, a pair of websites and more! The work was even two-fold due to Belgium’s two main languages - French and Flemish. A brochure in both languages featured Layar’s interactive print technology to bridge the gaps between the print and digital elements of the campaign.

The cover of the brochure, which reaches 4 million households across Belgium, comes to life with an excellent example of AR video. Readers can scan the cover to watch the boy (and some of his toys) come to life and share his wish list with Sinterklaas (the version of Santa Claus celebrated in Belgium as well as the Netherlands and Luxembourg).

The video grabs readers’ attention and directs them to a campaign landing page where kids can interact with Sinterklaas, asking and receiving video responses to their questions. Parents can also order a personalized letter from Sinterklaas himself to surprise their kids.

“We believe AR still has a strong ‘magical touch/appeal’ by bringing visuals, characters and text to life,” said Fred Goffin of Colruyt Group. “From a customer journey perspective, AR brings print closer to the digital ‘gate’ which was a key objective of the campaign.”

Visit DreamLand’s pages (one in Flemish, and the other in French) to learn more about this terrific cross media campaign with Layar.