Later this year, PSV Eindhoven – one of the oldest and most successful Dutch football clubs – will celebrate its 100th anniversary. Starting this week, the club is counting down the last 100 days until its 100th birthday with a daily interactive print campaign with Layar in the local newspaper Eindhovens Dagblad.

A series of articles and ads in the newspaper detail the history of the club. Fans can scan the pages with Layar to view extra videos of exciting moments from the last 100 years of PSV, interesting facts, unique stories as well as social media comments from fans on Twitter and Facebook.

“PSV is a very professional, marketing-driven organization which is always looking for new, innovative ways to communicate with their fans,” says Layar Partner Limebizz, which worked with PSV on the campaign. Incorporating Layar’s technology into this momentous campaign allows the club to interact with its fans continuously over the course the 100-day countdown in a unique way.

“Layar gives us the opportunity to share all memorable moments from 100 years of PSV,” said Guus Pennings, Head of Marketing for PSV. “Together with Limebizz and their conceptual approach, we developed an attractive Layar campaign.”

PSV isn’t the first football club to use the Layar Creator to build an interactive print campaign. Just last month, another Dutch club, ADO Den Haag, enhanced its logo and encouraged fans to scan it during a match to enter a contest and purchase special team items.

Click here to try the PSV campaign out by scanning with Layar!

Recently, Belgian creative agency Think Yellow teamed up with Layar partner agency Limebizz to create a truly engaging augmented reality experience for a special mystery client that drew an incredible amount of attention in Antwerp’s central train station.

The project, called “What’s In the Container,” centered around a mysterious bright orange cargo container assembled in the station’s main atrium. Around it, instructions were placed to attract passers by to scan the box with Layar for a hint about the container’s contents. If, on the day the container is to be opened, they could “crack the code,” they could win whatever was inside the box.

With tens, if not hundreds of thousands of people passing through the station, the project garnered quite a bit of attention. Social media was a powerful driver of this, as people were encouraged to use YouTube and Facebook to participate in the campaign.

They could step into the “Babble Box” and leave a video comment about what they thought was inside. Over 1,000 videos were recorded and automatically uploaded to YouTube, as people of all ages left their guesses about the contents. As more people “Liked” the container on Facebook, more hints were revealed about what was inside, encouraging sharing and spreading the message.

Scanning the side of the container with Layar displayed an AR video that let users “look inside” the container to see even more hints. The combination of social media and augmented reality from Layar made for a very engaging and attractive experience for visitors to the station.

Just recently, the code was cracked and the mystery was solved. The mystery client was Belgian cava maker Grand Baron and the container was packed with the bubbly stuff! Check out the video below to see the opening, which featured musicians and dancers choreographed in a beautiful ceremony.

This campaign is a perfect example of the extensibility of Layar’s interactive print! It’s great not just for individual experiences on the pages of a magazine, but – as we’ve seen with the great success of projects from CBS Outdoor – it also works great with large-form advertising in public, like billboards, posters or big bright orange containers full of champagne.

“The Layar App gave our static container a dynamic feature that has caught the imagination of many visitors,” said Think Yellow. “It really came to life and distinguished our project from many other projects in Antwerp Central Station.”

The real estate industry has a long history with Layar. In 2009 when Layar began with geo-located layers, Funda, the Dutch real estate search engine, was one of the first and most popular layers on our platform. Today, individual agencies like 4one4 in Australia are using interactive print to provide relevant information about properties to their customers.

Interactive print goes far beyond the pages of magazines, pamphlets or business cards, and Van Santvoort, a real estate agency here in the Netherlands, is showing just what that can mean. At the recent Regionale Nieuwbouwbeurs real estate exhibition, the Van Santvoort stand featured walls full of digital interactivity built by Layar partner Limebizz.

Visitors to the Van Santvoort booth could scan the images and descriptions of real estate properties to view extra photos. Users could swipe through photos in and around the properties as well as view floorplans. Videos offered booth visitors with tours of properties, and a 360º interactive “walkthrough” really made them feel like they were there!

This project is a clear leg-up for Van Santvoort over the competition. Instead of a single picture and description, Van Santvoort could provide multiple pictures, videos and even 360º experiences at an in-person exhibition, instead of online where these experiences traditionally live. Bringing the digital to the real life really made the difference for Van Santvoort.