Augment Your Reality – Denver Style

The University of Denver was ready to announce an exciting new expansion—The James C. Kennedy Mountain Campus, 724 acres of abounding natural forest north of their urban campus. The Kennedy Mountain Campus would become an essential aspect of DU’s strategic initiative, the 4D Experience, helping to enhance values found at the core of student life. This expanse would serve as a space where DU could continue to invest in holistic learning, teach students to lead purposeful lives, and illustrate the importance of wellness. But with this new campus came the need to develop strategic messaging that would help DU define its value.

We chose to take an unconventional approach for an unconventional experience. Each prospective student will receive a 6×9 printed brochure that unfolds into a full size two sided poster. But the surprises don’t stop there. If students scan the QR code on each side of the poster they are greeted with an augmented reality experience where the playful illustration comes to life with copy, graphics, and music.

While the 12,000 brochures were in market, the campaign landing page was the most visited page on DU.edu, leading to the top 32% of traffic across the whole site. On average users visited the site more than twice. All leading to 1621 enrolled students, the largest, most diverse, high achieving freshman class in history.