Is Print Dead? – Not According to LEXUS!

Craig Blake, Oct 15, 2012

Do you know what my favorite day of the week is?  Well it used to be Thursday, but that switched last year and now it is Wednesday!  Yes Wednesday, the day some people call HUMP DAY.  But my reasoning has nothing to do with where it falls in the work week at all.  I like Wednesday because it is the day that I am able to download the latest edition of Sports Illustrated (SI) on my iPad.   Now that most major magazines are now available on e-readers I have access to my favorite magazine a day earlier - Hence the change from Thursday to Wednesday. 

With this push toward electronic delivery of my favorite publications and books the printed edition is less exciting.  That was until this week… 


Do you get SI? Do you know what I’m talking about? 

This week, on page 21 of the October15th issue of SI, there is a truly unique and fully integrated and engaging print ad experience.  One of the first times print and digital media have come together to captivate the customer, for 1 minute and 27 seconds no less.  And engage it does.  On this page there is an ad for the new Lexus ES and it will knock you socks off. 

Your are instructed to go to a dim room and place your iPad under the printed ad.   And within seconds, and a little alignment, print comes to life.  “Its ALIVE”  A video starts to play and the Lexus ES in the printed ad comes to life with music, wheels spinning, lights flashing and billboards scrolling and fireworks exploding in the sky above.  This truly integrated experience is created by CinePrint Technology.  I’m sure it is not the last time we will see something like this but is sure beckons the argument: Is print really dead… or is it just awakening? 

Watch the below video and let me know what you think!




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