drupa is using Augmented Reality (AR) to promote its upcoming trade show in May. Advertisements set to appear in over 60 countries will feature a 3D animation that users can view with their smartphone.

"This logical linking of print, Internet and mobile systems is the central theme of our whole marketing campaign for drupa 2012 and is a continuous thread throughout all elements," says Petra Köhler, manager of Marketing Communication at Messe Düsseldorf. "In its marketing campaigns drupa has always picked up on the latest print communication trends, adapted them to the specific needs of the world's leading trade fare and implemented them accordingly."

drupa says that Tablets and increasingly sophisticated smartphones are placing augmented reality more and more in the spotlight, opening up new and interesting uses for the entire communication industry. The campaign slogan for drupa 2012 is dubbed "your link to print" and the Augmented Reality concept was developed by ten communication design students from the Ruhrakademie in Germany. They integrated AR elements into the campaign as part of their project work.

So, how does it work?
If you are reading an industry publication and notice a drupa ad with the letters AR in the top right-hand corner, it means the ad is linked with Augmented Reality features. drupa has placed these ads in over 500 trade publications worldwide. If you have a smartphone or tablet, download the free app called Junaio. Simply launch the app, type "drupa" in the search bar, and follow the instructions. Once you place your phone or tablet over the drupa logo, "prepare for a surprise" says the drupa website.

For step by step instructions, visit drupa's help page at drupa.com/help. (Instructions are also available for PC/laptop users with webcams.)

Even the visitor's brochure that drupa attendees will receive is enhanced with AR features. It is published in ten languages and is set to have a total circulation of 450,000 copies.

"Unlike classic forms of advertising, a dialogue can be developed using augmented reality," explains Köhler. The AR campaign announcement from drupa notes that the networking of print and internet channels -- and the upgrading of a classic campaign with these kind of additional features -- can offer a lot of potential for print buyers, the print industry and print service providers.

What do YOU think of using this type of interactive AR technology as an advertising tool? Is it smart or is it silly? I it just a fad, or is it the way of the future? Start the discussion below.