Yet another effort performed to combine physical and digital world. Lexus was successful in adding digital technology innovatively to its print ad for its new 2013 ES sedan in the October 15 issue of Sports Illustrated.
The automobile comes to life in print turning on its headlights, changing colors, and exposing its interior as throbbing music plays in this highly interactive print ad in the Magazine.
Download the iPad edition of SI, place the iPad under the actual magazine page displaying the ad, dim the lights and watch it all unfold. The ad comes to life using a Lexus-created technology called CinePrint, “creating a tactile and visceral connection that brings one closer to the printed page with a multi-sensory experience that combines sight, sound and touch,” says Lexus. In other words, it looks really rad. As the release from Lexus notes, most traditionally “interactive” print ads direct users away from the traditional form of interactive advertising (read QR Code.)
The move follows the CW's smartphone embedded in Entertainment Weekly, Dolce & Gabbana's video magazine test.
In the past Lexus has been among the first to include a Near Field Communication (NFC) RFID tag within its print advertising pages. In Wired's April 2012 issue, a Lexus car ad comes with a passive high-frequency (HF) tag that consumers with NFC-enabled phones can use to retrieve video and other content on their phone screens regarding the automotive company's latest offerings. Wired published 500,000 copies of the issue, each with an NFC label attached to the page containing the Lexus ad.
Lexus and its advertising agency, TeamOne, first envisioned the NFC solution in late 2011 and was intrigued with the opportunities it might provide.
Take a look at the Video below:
