It pays to do things your own way. That’s been NewPage’s drumbeat since its introduction last August of Sterling Premium, a premium grade coated sheet without the high-end price tag. To publicize this little shift in the paper business, NewPage decided to place Sterling Premium in the company of four other ventures that do things unconventionally. The result is its SHIFTERS publicity campaign.
While it tells the stories of those four businesses through social media and YouTube videos, the campaign’s primary vehicle is a print brochure called SHIFTERS, printed on Sterling Premium. NewPage also added an augmented-reality component to the brochure with the help of Layar technology. Holding a smartphone over a page featuring one of the four businesses triggers a video that briefly explains how that particular business is a “shifter” that took an unusual route to success.
Those companies are:
- New Era Guitars: Maker of a new guitar with a vintage feel
- Graeter’s Ice Cream: Uses old-fashioned methods to make premium ice cream
- Shinola: Detroit maker of fine watches, leather goods, bicycles and journals
- Del Popolo: A restaurant located in a refurbished shipping container on wheels, specializing in wood-fired pizza.
PaperSpecs PRO Members: Click here to order your copy of the SHIFTERS brochure today.
