Lexus ES magazine ad comes to life thanks to CinePrint technology [video]

Mixing print with digital.

We are sure that you have seen your fair share of clever marketing tricks in the last few years from almost all automakers, but Lexus has decided to take things to an entire new level with this latest advertisment for the 2013 ES. The Japanese company collaborated with CinePrint for bringing some life to a static magazine spot for the sedan in the October 15th issue of Sports Illustrated.

To see how it actually works, you will have to download the iPad edition of SI and then place the tablet under the physical magazine page where the ad is displayed. Now, dim the lights and then watch how it comes to life, merging print and digital. Pretty cool, right?

Source: Lexus

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Comments (9)

AlikMalix AlikMalix
Doesn't that just complicates things.. If I want an interactive ad (I don't want it actually) and I already have the iPad, what's the point, the app can already be an ad. Only idiots would download an ad on purpose, just like who would actually buy a Lexus on purpose? Ugly car, nevertheless a gimmic to make you watch their ad.
Oct 12th, 2012 1:03am
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Siawa Siawa
So Brilliant.
Oct 11th, 2012 10:38pm
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Afrikar Afrikar
Not impressed, is not like the old turn the lights off trick and moves your hands in different shapes. No it's not an old trick, it's new iPad technology. Who are they kidding.
Oct 11th, 2012 9:59pm
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techie69 techie69
For a person in marketing, that would spell: WOW!
Oct 11th, 2012 6:55pm
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bucky bucky
The real advertizing i guess is not the add itself, but the buzz the app creates.
Oct 11th, 2012 6:00pm
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bucky bucky
In my opinion its boring. Why would i want to download an app and put it behin a magazine to watch an add tha didnt really do anything special. Impressive wouldve been if the magazine came with a very thin disposable screen atached to it. I mean we all just saw what happened. And if we want to see it again we can go on youtube again.
Oct 11th, 2012 5:59pm
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memexe memexe
This is marketing pure gold! As a marketer I would make you curious about the subject with half of the information in print, and "sell" you lots of other stuff digitally when you download the application. And that just to view the initial advertising. This is the next step towards HarryPotter`s newspaper "moving photos"
Oct 11th, 2012 7:36pm
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henaz henaz
Very cool. Although very much a novelty.
Oct 11th, 2012 5:55pm
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