Chevrolet Runs Digital Video Ads In Print Publications (Seriously!)
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Marketers, especially those in the automotive space, are always looking for new, innovative ways to connect with us. In that regard, it seems the ad team at Chevrolet may have just hit a home run.
The company recently bought ad space in two Hearst magazines, Popular Mechanics and Esquire, and embedded a small video screen in the pages.
Open the page and the screen automatically comes to life, presenting readers with Chevrolet’s new 2015 Colorado ad campaign.
“We had these awesome digital films that we created for the 2015 Chevrolet Colorado launch and we thought, why not … put video in print,” Jill Mida, manager-Chevrolet Truck Advertising, told Ad Age.
Some 10,000 subscribers will receive the ad in the May issue of Esquire and Popular Mechanics.
The freaky part is that Chevrolet “leveraged all of Hearst’s consumer data” to find out which subscribers would be most interested in the new Colorado.
In other words, Chevrolet specifically targeted 20,000 subscribers in the Hearst database and only those particular readers will receive the ad.
The company wouldn’t disclose how much the ad cost but, judging by the fact it had to target specific consumers rather than just blanket the subscriber base of each magazine, we’d surmise it’s a pretty penny. “The unit is obviously expensive,” said Mida.
As Ad Age notes, this isn’t the first time we’ve seen something like this. Back in 2009 Entertainment weekly used technology from the same tech company, Americhip, to insert video-in-print ads for CBS.
Around the same time we were also introduced to another type of video-meets-print mash up, known as Augmented Reality. For whatever reason, AR never really caught on.
Have a look at the Colorado ad below and then let us know if you think you’d like to see more of Chevy’s new(ish) ad game.
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Genius and look at how it has already gone viral at no extra cost.
Imagine there will be more than a few that will “go missing” at the post office and in mailboxes…They will be resold online.
So the newsstand editions will not have this vdeo in its pages.
Interesting and kind of neat. I’m glad I don’t subscribe to the ones offering it. That is if it becomes a thing to commandeer.