SAB Miller's Interactive Magazine Ad Reveals a Hidden Message
Laura McQuarrie — August 26, 2015 — Marketing
References: abraxasbeer & digitalbuzzblog
Since a full page magazine advertisement can be extremely costly, advertisers generally make marketing as eye-catching as possible—but this interactive magazine ad goes about it in an entirely different way.
Rather than featuring a page printed in vivid colors, the magazine ad is all black, challenging viewers to use their smartphones to decipher a hidden message. Using the LED light that comes from a phone, users must run the light that comes from the device below the ad page, revealing a story on SAB Miller's Abraxas.
What makes this interactive magazine ad so genius is that it drives engagement without requiring consumers to download an app or visit an external website for additional information. This style of covert marketing instantly rewards consumers who have the patience to explore the unusual.
Rather than featuring a page printed in vivid colors, the magazine ad is all black, challenging viewers to use their smartphones to decipher a hidden message. Using the LED light that comes from a phone, users must run the light that comes from the device below the ad page, revealing a story on SAB Miller's Abraxas.
What makes this interactive magazine ad so genius is that it drives engagement without requiring consumers to download an app or visit an external website for additional information. This style of covert marketing instantly rewards consumers who have the patience to explore the unusual.
Trend Themes
1. Interactive Magazine Ads - Advertising that uses interactive elements to engage consumers and drive sales, without requiring an app or external website.
2. Covert Marketing - Innovative advertising techniques that challenge consumers to unlock secret messages, driving engagement and brand loyalty.
3. Smartphone-enabled Advertising - Utilizing the technological capabilities of smartphones to create unique and engaging advertising experiences that connect with consumers on a personal level.
Industry Implications
1. Marketing and Advertising - Incorporating interactive and covert marketing techniques to create engaging and unique ad campaigns that drive sales.
2. Publishing - Partnering with advertisers to create interactive and engaging magazine ads that captivate readers and drive revenue.
3. Technology - Developing smartphone apps and tools that enable new and innovative advertising experiences, leveraging the latest in mobile technology to reach consumers in new ways.
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