December 13, 2013
App for aspirational adventurers
Our friends at outdoor recreation retailer Bass Pro Shops live by the motto “Your Adventure Starts Here.” For iPad owners, “here” is closer than they think. Using the Bass Pro Shops Interactive Catalog, they can bring the outdoor lifestyle they dream about to life with sensory information that educates, entertains, and informs.
“By creating the Bass Pro Shops Interactive Catalog app with Adobe Digital Publishing Suite, we’ve extended our aspirational brand promise in ways we couldn’t before,” says Stan Lippelman, vice-president of marketing, Bass Pro Shops. “If someone wants to try kite fishing from a saltwater boat, we can share articles, pictures, videos, slideshows, and graphics to get them started. Just like the people in our stores enable customers to do something by showing them how, the catalog app is a digital enabler.”
Other benefits of the Bass Pro Shops Interactive Catalog app include reuse of existing creative assets. The highly skilled design team at Bass Pro Shops is already familiar with Adobe creative solutions, such as Adobe InDesign, and produces the app completely in house. Reusing assets from the company’s print catalog takes advantage of existing workflows, reduces costs, and helps ensure brand consistency across channels.
The app connects directly to www.basspro.com, so customers never have to leave the app to shop. Bass Pro anticipates that customers who prefer the in-store experience will use the app to research specific products, and then come into stores ready to learn more and try out products with the retailer’s knowledgeable sales staff.
Customer response to the app has been overwhelmingly positive. To quantify how positive, the Bass Pro Shops marketing team is using the analytics tools within Adobe Digital Publishing Suite to determine the popularity of various features and how different channels drive traffic to each other.
“Our customers are passionate about what they’re doing,” says Eddie A. Vering, senior art director, Bass Pro Shops. “Using Adobe Digital Publishing Suite has helped us fill a void by creating a complement to our other print and digital materials. The app increases engagement through the use of rich media and engaging digital experiences and helps customers get more involved in their outdoor lifestyle.”
Users can be sitting in a cabin or in a tree stand and have the same rich, interactive experience with no internet connection required. The app also appeals to a younger demographic that is very attractive to the retailer.
“We’re learning as we go and we’re always trying to move forward,” Vering says. “Adobe Digital Publishing Suite is letting us be as aggressively creative as we can and we’re looking forward to launching additional digital publications for our customers.”
May 15, 2013
What a fantastic second day at Adobe Digital Publishing Summit! Today we heard from Corporate Publishers including:
- Sotheby’s International Realty
- JPMorgan Chase
- Stryker Orthopaedics
- J. Walter Thompson/Casa
- Forrester Research
- And many more…
In case you missed out on yesterday’s Traditional Publishing session, get your updates here:
Below is the Storify recap of social media conversation from today’s Corporate Publishing Summit. Check back soon to see more highlights and recaps from the event.
May 14, 2013
That’s a wrap for Day 1 at Adobe Digital Publishing Summit! Today we heard from National Geographic, Martha Stewart Living Omnimedia, Wolters Kluwer, Hearst Magazines, Daily Mail, The New Republic, and many more speakers from companies & brands. Everyone in the room was pushing the boundaries of Digital Publishing Suite to engage with their customers through apps on tablet & smartphone devices.
To highlight some social media conversation and highlights from today’s traditional publishing session, explore our Storify recap below. Stay tuned throughout the week as we continue to bring you more!
Today, at the Digital Publishing Suite Summit, Adobe and Adweek launched the Digital Publishing Awards. The partnership between Adobe and Adweek reflects shared values in creativity, innovation, and technology. Since 2010, Adweek has honored winners of the Talent 100 in its Adweek Talent Gallery, and this year has expanded its site to showcase creative work built with Adobe Digital Publishing Suite. The Digital Publishing Awards will recognize and honor original mobile apps and ads that harness the power of Digital Publishing Suite to create compelling experiences for consumers.
From now until July 22, 2013, submissions will be accepted through the Adweek Talent Gallery, powered by Behance. Any mobile app or ad built with Adobe Digital Publishing Suite (or built with Creative Cloud, Creative Suite and/or HTML and published via an app built with Adobe DPS) can be uploaded as a Behance project into the Adweek Talent Gallery. Any project tagged with “Adobe DPS” will appear in the “Adobe Digital Publishing” section of the Adweek Talent Gallery. See the DPSAwards.com landing page for instructions on uploading and tagging submissions.
Submissions to the Adweek Talent Gallery will be judged by creativity experts in advertising and publishing. Semifinalists will be determined based on the number of “appreciations” on Adweek’s Talent Gallery. Two winners will be chosen – one for the Mobile Ad category, and one from the Mobile App category. Each winner will receive a trip to New York City, hotel accommodations in New York for three nights, a delegate pass to Advertising Week, passes to Adweek’s Clio Awards, and a 12-month Adobe Creative Cloud subscription.
Post your creative and innovative work on the Adweek Talent Gallery to enter. Send your friends and supporters to the site to “appreciate” your project. May the best creative win!
For more information on submission, judging criteria, awards, and terms and conditions, visit the Digital Publishing Awards site at http://www.dpsawards.com.
We know you have seen plenty of great apps built with Digital Publishing Suite. Want to get inspired by some great ads built with DPS? Watch our Ad of the Week – Mashup Video on Adobe TV.
May 1, 2013
By Teresa Demel
If you want to find a plethora of innovative and interactive advertisements built with Digital Publishing Suite, download Bullett Magazine for iPad. In fact, Bullett will be speaking in partnership with Levi’s about advertising in digital publications at the upcoming Digital Publishing Summit. (Register here.) This week, I’m featuring two Levi’s ads from their Future issue. One of the ads is for women, and one is for men. The ads educate Bullett’s hip audience about the Levi’s brand its latest designs.
Let me dig a little deeper into why I love a well-designed DPS ad. When executed properly, the ad hits the sweet spot of print and digital:
- The ad has the beautiful and thoughtful layout of print. It owns a full page of real estate (at least) and doesn’t try to distract from editorial content. Rather, it fits in as I’m flipping through the publication.
- It has the interaction and control made available in digital. If I’m interested, I can choose to drill deeper and deeper to learn more about the product. In this case, I can buy it right away. As a wise professor said to me, “People hate advertising, but they love shopping.”
In this ad of the week video, the opening page describes background about the Levi’s brand, fabrics, and construction. Scrolling down, I can learn more about the product. In the women’s ad, it uses a nested overlay – with buttons and slideshows embedded in a scrolling frame, so that I can flip through thumbnails of their clothing, and when I tap on a thumbnail that intrigues me, I can see a larger image of the product… and then buy it. The men’s ad has a similar format, allowing readers to zoom in on product details and ultimately purchase Levi’s clothing.
- Check out the Levi’s in Bullett ad of the week video to see how your brand can use Digital Publishing Suite to educate your audience about the brand.
- Register for the Digital Publishing Suite Summit in New York City to hear Levi’s and Bullett discuss advertising in digital publications.
- Download Bullett for iPad.
January 16, 2013
December 24, 2012
Wouldn’t you like to give a little more this Christmas, without waiting in line, battling for parking spots, and did we mention- no waiting in line? John Lewis, UK’s largest department store retailer with 39 shops and a growing online business, has released a beautiful Christmas Annual app created with Adobe Digital Publishing Suite. Included in the app, you’ll even find the iconic tv advertisement featuring the heart wrenching snowman journey and tagline: “Give a little more this Christmas.” With the John Lewis Christmas Annual app, giving just got easier!
The free digital Christmas Annual, available on iPad, iPhone, Android devices and Kindle Fire, comes to life with enticing features, topical interviews, helpful tips and elegant photography. The intuitive design makes it easy to explore products and make purchases from the website with just a few clicks and swipes.
John Lewis understands that it’s not just about the product; it’s also about the experience. Interactive elements further enhance the app with creative highlights made possible with Adobe Digital Publishing Suite capabilities. The alluring video of the Victorinox Night Vision Swiss Army watch, the dancing Dune Bo Glitter heels, and the 360 degree rotating view of the KitchenAid 6.9L Artisan Stand Mixer, are just a few little surprises you’ll find wrapped up in this edition.
This app features not just the best John Lewis products, but also a Christmas gift guide, feature article, and gorgeous photography to whisk you away to wonderland. Whether you’re looking to purchase some new twinkle for tabletops, brush up your beauty knowledge with makeup tips, or just window shop while on the go, this app has it all.
Shopping elves worldwide, it’s time to stuff those stockings! Download the 5-star John Lewis digital Christmas Annual to give a little more this holiday season.
December 18, 2012
By Teresa Demel
Just in time for the holidays, David Jones, an up-market Australian department store chain, released its catalog built with Adobe Digital Publishing Suite. Often when I do my holiday shopping, I peruse through a print catalog on the couch and then power up my laptop to make a purchase. The digital catalog hits the sweet spot between those two stages of the buying process. I can look for ideas and when inspiration hits, buy the item without leaving the app.
In this app of the week video, I walk you through the “Gift Ideas” section of the catalog, as well as the “Gift Wrapping” feature.
- Unwrapping a gift with the swipe of a finger (created with the image sequence overlay)
- Flipping through gift idea options for a family member (built with the buttons and slideshow overlay)
We are seeing more digital catalogs built with Digital Publishing Suite every day. Publishing to a tablet allows catalogs to preserve the branding and browsing experience of a print publication, as well as incorporate the interactive features provided by a website.
Download the David Jones Catalog from iTunes.
Check out the app of the week video here.
November 29, 2012
Just in time for the giving season, Heifer International and Bates Creative Group released World Ark magazine and catalog, powered by Adobe Digital Publishing Suite. World Ark not only showcases the inspiring stories of individuals and communities impacted by Heifer International, but also includes “The Most Important Gift Catalog in the World,” which allows readers to invest in the lives of individuals in developing nations.
In this app of the week video, I share the story of a woman in Bangladesh, who was able to become financially independent through gifts from Heifer International. Her story of transformation is inspiring, brought to life by slideshows and video footage. In this example, we can see photos of children happily learning in school and a video of community members dancing together.
I also walk through the process of purchasing a cow through the catalog. Using buttons and slideshows, it is easy to navigate through the gifts, such as goats, chickens, and stoves, and learn how they will benefit recipients. Without leaving the app, readers can purchase a gift from the online store and return to reading about Heifer International’s work.
And yes, I did donate part of a cow on behalf of my dad. That wasn’t just my fine acting skills.
- Download World Ark magazine from the iTunes store
- Read the press release from Heifer International
- Watch the app of the week video here
June 28, 2012
Last week, Dick’s Sporting Goods released 2012 Football, its first Digital Publishing Suite app on the iPad. Dick’s Sporting Goods is a Fortune 500 company and one of the largest sporting goods stores in the world. Its app is a retail catalog devoted to football cleats, equipment and apparel, designed to ease the gear research and purchasing process for its football customers. For example, interactive photos of gear highlight helpful product attributes for the customer, while in-app videos bring the product to life. Combining these interactive features with the immersive experience of a catalog app, Dick’s Sporting Goods is able to showcase products in the context of their environment and inspire customers to buy. To this end, the app is part of the retailer’s omnichannel strategy, with each page including a “Buy Now” button, which opens the Dick’s Sporting Goods website and allows the consumer to purchase equipment without leaving the app.
In addition, the Dick’s Sporting Goods’ marketing team uses analytics in its catalog app. With extended metrics available from Adobe SiteCatalyst, the retailer can understand buying behavior in the app and optimize tablet content. In addition, the retailer can integrate these analytics across its other channels to create a unified view of its multichannel business.
With this catalog app, Dick’s Sporting Goods has already seen initial success. The app has already received 5-star ratings from iTunes reviewers. In addition, the interactivity and immersive format are resonating with customers. As an iTunes customer succinctly stated:
“Love this app. Being able to swipe cleats to see different colors is very cool. Great videos too. I have other catalog apps on my iPad. This one is way more interactive. I like that I can purchase what I want right from the app.”
Finally, the app designers have used Digital Publishing Suite features in creative and even crafty ways, which are showcased in the video below. By integrating scrolling frames, nested overlays, and navigation buttons, they provide extensive product information within a single page, allowing readers to compare items side by side, instead of flipping from one page to another.
- Visit the iTunes store to download the app
- Learn more about the app in the App of the Week video below.
June 26, 2012
Mark your calendars for Thursday, June 28th at 8:15am CDT! OMMA and Adobe are hosting a livestream presentation on retailer strategy and Digital Publishing Suite. Gerald Farro, executive from Adobe Systems, will share case studies from top worldwide brands and retailers who have used Adobe Digital Publishing Suite to modernize their digital strategy to build brand engagement, drive T-Commerce and empower their sales organizations. These companies enabled their creative teams to efficiently build dynamic apps that elevate the company’s position in the tablet and mobile space.
We hope you will join us to learn more about the role that Digital Publishing Suite plays in retail multi-channel marketing and sales strategy.
Thursday, June 28th
OMMA Brand Marketers Summit
Twitter hashtag: #MPBMS