The interactive print ad mania continues. After RWB and Axa, we have Mercedes Benz joining in with their ad for the new Mercedes CL63 AMG.
Why “interactive print” keeps showing up
Print is fighting for attention against screens, so the smart responses are the ones that make print behave a little more like digital. Not by adding complexity for its own sake, but by adding a clear reason to engage.
Across these executions, the pattern is consistent. The page stops being the end of the experience. It becomes the trigger.
The useful takeaway for brands
- Give print a job. Not just to inform, but to activate.
- Keep the interaction obvious. If the mechanic needs explanation, it dies on the page.
- Let the reveal earn the attention. The payoff should justify the extra step.
A few fast answers before you act
What is this Mercedes-Benz post pointing to?
That Mercedes-Benz joined the wave of interactive print ads with an execution for the Mercedes CL63 AMG.
What were the earlier references in this “interactive print” trend?
Earlier examples referenced here include the RWB execution and an AXA-related print activation.
What is the core mechanic of interactive print ads?
The print ad becomes a trigger that invites a second step, so the experience continues beyond the page.
Why does the format matter in 2011?
It helps print compete by creating engagement, not just delivering a static message.