The new Lexus ad in this month’s Sports Illustrated magazine follows the interactive print ad trend. When readers place an iPad version of the ad beneath the print version it “comes to life” by playing music, highlighting the interior of the new Lexus 2013 ES, and spinning the wheels as if the car is in motion. Lexus created an innovative technique called ‘CinePrint’ to merge print and digital, inspired by the technology of its new model. According to Mashable, the company notes that most traditionally interactive print ads direct users away from the page but this is different:
CinePrint Technology flips that on its head, 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.
The really neat thing is that this is just a new way to advertise but also fits well with the message Lexus is trying to promote:
The new ES proves what’s possible when advanced technology is elevated by style,” said Brian Smith, Lexus vice president of marketing. “This ad not only communicates that message, but literally replicates the paradigm itself, allowing us to bring an interactive layer to a traditionally static medium.”
Check out the video below to see the ad in action:
Why Am I Curious?
I am wondering if this is really innovative or if it is kind of pointless. While it is a brilliant way to bring analog and digital together, i wonder if this is a good way to get the the consumers engaged and what the impact will be. It is already hard enough to get people to read the ads in a print magazine, but for this to work, they have to read it and then follow the instructions. Nevertheless it looks really cool and it is worth exploring if there are more consumer centric applications of this technology for brands.