Tag: Interactive Press Ads

Lexus NFC Enabled Print Ad

Brands like Mercedes Benz, Reporters Without Borders, Volkswagen etc have all been working hard to create clutter breaking and engaging print ads.

In this latest example of an interactive print ad, Wired magazine and Lexus have teamed up to create what they say is the first mass-produced print ad embedded with a NFC tag. The ad, which could be found in 500,000 subscriber copies of Wired’s April issue, allowed readers who have NFC enabled phones to access a demo of the Lexus GS 2013’s Enform App Suite simply by holding their phone up to the ad.

Air Bags in a Press Ad!

To advertise the safety benefits of the new Peugeot 408, Brazilian agency Loducca placed a mini airbag inside a print ad, inviting readers to hit a spot in the ad and see what happened. Upon impact, the tiny bag inflated, demonstrating in miniature what an airbag would do.

The ad appeared in influential Brazilian business magazine, Exame, and was surrounded by special packaging ensuring the airbag was not triggered by accident.

Mercedes-Benz Interactive Print Ad

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.