{"id":4430,"date":"2011-05-10T08:35:04","date_gmt":"2011-05-10T03:35:04","guid":{"rendered":"https:\/\/www.ramble.sunmatrix.com\/?p=4430"},"modified":"2026-03-07T11:40:00","modified_gmt":"2026-03-07T10:40:00","slug":"mercedes-benz-interactive-print-ad","status":"publish","type":"post","link":"https:\/\/www.sunmatrix.com\/ramble\/mercedes-benz-interactive-print-ad\/","title":{"rendered":"Mercedes-Benz Interactive Print Ad"},"content":{"rendered":"<p>The interactive print ad mania continues. After <a href=\"https:\/\/www.sunmatrix.com\/ramble\/reporters-without-borders-qr-codes-that-speak\/\" target=\"_blank\" rel=\"noopener noreferrer\">RWB<\/a> and <a href=\"https:\/\/www.sunmatrix.com\/ramble\/axa-iphone-app-for-car-accidents\/\" target=\"_blank\" rel=\"noopener noreferrer\">Axa<\/a>, we have Mercedes Benz joining in with their ad for the new Mercedes CL63 AMG. Here, \u201cinteractive print\u201d means a printed ad that triggers a second action beyond the page itself.<\/p>\n<iframe width=\"560\" height=\"315\" loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/hcVcUNoE2jw?fs=1&amp;playsinline=1\" title=\"YouTube video player\" frameborder=\"0\" allow=\"fullscreen; encrypted-media; picture-in-picture; clipboard-write; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<h2>Why \u201cinteractive print\u201d keeps showing up<\/h2>\n<p>Print is fighting for attention against screens, so the stronger responses are the ones that make print behave a little more like digital. That works because the page stops acting like a finished message and starts acting like a trigger, which gives people a reason to continue.<\/p>\n<p>Extractable takeaway: Interactive print works when the page creates one obvious next step that makes the brand promise feel more vivid, not when it adds novelty without payoff.<\/p>\n<p>In brand marketing, this matters because print only earns another look when it turns attention into a deliberate next step.<\/p>\n<h2>What Mercedes-Benz is trying to do<\/h2>\n<p>The real question is not whether print can be made interactive, but whether the interaction makes the brand feel more immediate and memorable.<\/p>\n<p>Interactive print is only worth doing when the mechanic sharpens the brand idea rather than distracting from it.<\/p>\n<p>For Mercedes-Benz, the business intent is to make the CL63 AMG feel more active, premium, and attention-worthy by turning a static print placement into a more engaging brand encounter.<\/p>\n<h2>The useful takeaway for brands<\/h2>\n<ul>\n<li><strong>Give print a job.<\/strong> Not just to inform, but to activate.<\/li>\n<li><strong>Keep the interaction obvious.<\/strong> If the mechanic needs explanation, it dies on the page.<\/li>\n<li><strong>Let the reveal earn the attention.<\/strong> The payoff should justify the extra step.<\/li>\n<\/ul>\n<hr>\n<h2>A few fast answers before you act<\/h2>\n<h3>What is this Mercedes-Benz post pointing to?<\/h3>\n<p>It points to Mercedes-Benz joining the interactive print wave with an execution for the Mercedes CL63 AMG.<\/p>\n<h3>What were the earlier references in this interactive print trend?<\/h3>\n<p>Earlier examples referenced here include the RWB execution and an AXA-related print activation.<\/p>\n<h3>What is the core mechanic of interactive print ads?<\/h3>\n<p>The print ad becomes a trigger that invites a second step, so the experience continues beyond the page.<\/p>\n<h3>Why does the format matter in 2011?<\/h3>\n<p>It helps print compete by creating engagement rather than relying on a static message alone.<\/p>\n<h3>What should brands learn from this format?<\/h3>\n<p>Brands should use interactivity only when it makes the printed asset more useful, more memorable, or more aligned to the brand idea.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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. Here, \u201cinteractive print\u201d means a printed ad that triggers a second action beyond the page itself. Why \u201cinteractive print\u201d keeps showing up Print is fighting for attention against screens, so &hellip; <a href=\"https:\/\/www.sunmatrix.com\/ramble\/mercedes-benz-interactive-print-ad\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Mercedes-Benz Interactive Print Ad<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":12962,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"iawp_total_views":12,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[59],"tags":[325,2026,2024,2025,1825,2023,2022,1218,1095],"class_list":["post-4430","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ads","tag-bbdo","tag-bbdo-south-africa","tag-cape-town","tag-car-magazine","tag-interactive-press-ads","tag-mercedes-benz-cl-63-amg","tag-network-bbdo","tag-press-ad","tag-south-africa"],"jetpack_shortlink":"https:\/\/wp.me\/pgYpE1-19s","jetpack_featured_media_url":"https:\/\/www.sunmatrix.com\/ramble\/wp-content\/uploads\/mercedes_interactive_print_ad.jpg","_links":{"self":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/4430","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/comments?post=4430"}],"version-history":[{"count":21,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/4430\/revisions"}],"predecessor-version":[{"id":17042,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/4430\/revisions\/17042"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media\/12962"}],"wp:attachment":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media?parent=4430"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/categories?post=4430"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/tags?post=4430"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}