I know I’m overstating the obvious, but marketing and publishing work best when an effective mix of digital and offline messages come together so that the reader/viewer will undertake a desired action and convert to a brand advocate or consumer.
In the publishing arena, the pressure is much more evident due to the progressive decline in advertising revenues. For the foreseeable future, publishers will continue to work on a set of solutions to counteract this spiral, as online revenue is yet to plug the hole of cutbacks on print spend.
The answer certainly lies within mobile media and marketing. The iPad, along with other tablets and some of the more powerful smartphones, are the perfect vehicles to bridge the gap, as they are usually within arm’s reach of someone reading a magazine or newspaper.
A new campaign by Lexus to promote their 2013 ES model is just such an example and certainly a step in the right direction of printed material generating an engaging digital experience. By using a technology called CinePrint, Lexus has created a digital experience that only works effectively when tied to a printed product. The technology can be tried in the October issue of Sports Illustrated.
It would be interesting to see if Lexus plan on rolling out the idea to more magazines that have an iPad edition and that are read by their target audience. I also reckon that the next step should be to globalise the campaign, as not all consumers have easy access to the printed Sports Illustrated.
Here is the YouTube preview of how it works: