Is print dead? Are magazines irrelevant? Even as the publisher of a popular web-site, we don't think so. In our space, magazines like Excellence, Panorama, Total911, etc. all have their place. Besides their excellent aesthetic, they are great at delivering long form content that internet readers simply don't seem to have the attention span for. However, what they most definitely are not, is interactive! Porsche's newest advertisement looks to change that concept.
Ad of the Day: This magazine ad brings the 911 to life as a floating hologram.
— Adweek (@Adweek)
In a story today on , we learn that Porsche's advertising agency, Cramer-Krasselt, has developed a special spread to be placed in 50,000 copies of Fast Company's April issue targeted at a select group of affluent subscribers. According to Adweek.com, "one of those pages includes a small acetate prism, along with directions for assembly. Placing the prism atop a tablet computer—while it runs a video from —brings shimmering 3-D footage of the latest Porsche 911 to life:"
Yeah, yeah, so the interaction doesn't take place in the print magazine itself, we know. However, the mechanism to view the video, the prism, is delivered that way and we think it's pretty cool. Apparently, more than 150,000 prisms have been created, with some intended for direct mail campaigns. While we don't yet know if it's possible, we're going to do our best at getting our hands on some of those prisms. If we're successful our subscribers will be the first to know.
How To Make Your Own Prism
If you're not lucky enough to pick up a copy of Fast Company's magazine, or have one sent to you directly from Porsche, here's a quick and easy way to make your own prism and try this yourself. Special thanks to reader Craig for sending the link to the Prism video.
There's More To Come
Interestingly, Adweek.com says the cool advertising tech doesn't end with the hologram. In fact, in the May issue of Inc. magazine there will be some form of LED-powered advertisement. We're not quite sure how it will work, but Cramer Krasselt's chief creative officer, Marshall Ross, told Adweek that, "The LED will provide specific details about the car's new technology. There'll be four touch buttons on the page, and each will illuminate a transparency, allowing the reader to see below the metal [of the car] to the new advancements."
This sounds amazing cool and we can't wait to see that, either. More to follow as additional information comes available.