To showcase the positioning of the 2013 Lexus ES as a car that combines technology and innovation the Japanese automaker has created an ad by merging print media with an iPad. The ad can be found in this months Sports Illustrated and readers can bring it to life with an iPad. The downside with the Cineprint Technology is that with the plethora of devices out there it will be impossible to standardize the ad to cover a majority of devices. It will be interesting to see this technology evolve and see how creative advertising starts to set the bar for car comparison.
To make the ad move you have to place the ad over the screen of your iPad and simultaneously run the Lexus video from this week’s iPad edition of Sports Illustrated or from the web site Lexus.com/stunning. The print ad featuring the vehicle and a headline: ‘Introducing a Stunning Feat’ will go live to the beat of the music. The ES model’s engine on the photo will rev and the wheels spin as the car starts to move. The ad also provide viewers with a brief tour of the dashboard’s Lexus Enform connectivity features.