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October 10, 2012

Interactive Print Ads

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The Integration of social technologies with more traditional forms of marketing is growing in popularity. Consumers use a lot of media types all at once and brands are slowly beginning to catch up. So what does this mean for digital marketing agencies you might ask? Coordination, collaboration, and cooperation…between different company departments that is!

Here at HIP GENIUS we are always working with our other departments, Media Storm for media planning and MAUDE for creative. When working with other departments or agencies, regular coordination is key to make sure all teams are aware of department bandwidth and resources. We often participate in brainstorms together once we have new learnings from a client and always share great work with each other to demonstrate cross-discipline capabilities.

Two different magazines hit the stands recently using interactive print ads. The first of these two ads, featured in the October 5th print edition of Entertainment Weekly, included a custom-built smartphone-like Android device with an LED screen and 3G connectivity. The small LCD screen plays short clips of two of the CW Network’s new shows, Emily Owens, M.D. and The Arrow and then displays live tweets from the CW’s Twitter account. With this interactive ad, TV meets social meets print!

The second ad, part of Lexus’s immersive social and mobile advertising campaign to launch the 2013 Lexus ES, was coined “the world’s most interactive print ad” by Mashable. Using Lexus-created technology called CinePrint, the ad, featured in the October 15th issue of Sports Illustrated, comes to life when an iPad is placed behind the printed page. The car changes color, turns on its headlights, and plays music to create a multi-sensory experience. It combines sight, sound, and touch for a combination print and tablet experience, but only for iPad users. See a video of the ad in action here!

Both of these print ads utilize the integration of a number of different communications, from social media to mobile, digital to creative, TV to media buying, to name a few. Whereas internal coordination between digital marketing agency departments was advantageous before, the emergence of interactive ads has made it a necessity.

According to Forrester Research, in 2011, only 30% of interactive marketers use traditional agencies for digital marketing, and of those marketers, 68% work with two or more agencies. The ability to integrate creative, technology, and media will demand the collaboration of departments in order to meet the needs of ever-evolving and tech-savvy consumer. As we’ve seen here at HIP Genius, paying close attention to the innovations of others can help to inspire new ideas and promote an inter-disciplinary marketing strategy.

 

Best Practices, Brands, digital marketing, digital partnerships, Genius, interactive ads, Mobile, Our Work, Social Media, Trends

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