Trade show direct mail invitations too often can be ho-hum affairs, but not the one sent to physician attendees at last month’s American Academy of Orthopaedic Surgeons’ annual meeting in New Orleans.

Attendees were invited to bring the innocuous-looking direct mail piece, titled “Mobile Bearings,” to the Stryker Diagnostics booth for a demonstration of the company’s hip- and knee-joint replacement products. The magic came when attendees placed the card under a computer Webcam and were able to view an animated image of Stryker devices in full 3-D interactive motion as the card was moved under the camera.

read full story at: Interactive print bridges traditional-digital divide :: BtoB Magazine.

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