You wouldnt think that the architectural industry would be on the top of the list for places for a gaming firm to promote itself, but thanks to its engines amazing 3D modelling capabilities, Unity Technologies has been doing just that with an innovative direct mail campaign.

Working in partnership with B2B marketing agency Digital Radish and 3D specialists Makemedia, the company created an augmented direct mail pack containing a moleskin diary with a map, as well as QR codes.

The QR codes linked to an augmented reality application built using Unitys game engine for iOS and Android, and when users examined the map using their phones camera, a 3D AR version of the Shard appeared which enabled users to discover more information about Unitys uses for the architecture, engineering and construction market.

The campaign was accompanied with social, email and PPC elements, as well as a hosted event, and saw the app downloaded 485 times and an engagement rate of 54 per cent. The direct mail response rate saw a six per cent increase, significantly higher than the industry standard of two per cent.

“Augmented Reality is typically used in B2C marketing, but we wanted to create a campaign that really captured our audiences attention,” said Dorthe Hietala, marketing director for Unity Technologies. “To do this, we had to think outside the box and get creative with content.”

“The success of this campaign was down to the personalised customer journey that we created,” said Renaye Edwards, director of Digital Radish. “Fusing traditional offline marketing channels, which included hand written personalised touches, with digital marketing channels and technology resulted in a unique and engaging campaign.”