The 'Spread the Warmth' Campaign Magazine Cover Changes Hue with Touch
Ariel Weber — November 18, 2012 — Marketing
References: ageuk.org.uk & psfk
The 'Spread the Warmth' campaign has collaborated with The Telegraph Magazine to captivate readers attention with their color-changing cover. The campaign was created to help elderly stay safe and warm during the cold and dreary winter months.
The front cover will be printed in thermal ink, which will allow readers to change the gray items on the cover page into the color orange simply by touching the image. The star of the campaign is UK's celebrity ambassador Lynda Bellingham who is featured on the front.
The reason they chose the interactive color was to demonstrate how with a help of a donation, readers can contribute to helping elderly stay warm. The Spread the Warmth campaign shows how easy and useful a contribution is to those elderly who need it the most.
The front cover will be printed in thermal ink, which will allow readers to change the gray items on the cover page into the color orange simply by touching the image. The star of the campaign is UK's celebrity ambassador Lynda Bellingham who is featured on the front.
The reason they chose the interactive color was to demonstrate how with a help of a donation, readers can contribute to helping elderly stay warm. The Spread the Warmth campaign shows how easy and useful a contribution is to those elderly who need it the most.
Trend Themes
1. Interactive Print - There is an opportunity for businesses to explore the use of interactive and engaging elements in printed materials to attract and captivate audiences.
2. Thermal Ink Technology - The development of thermal ink technology presents an opportunity for industries to create dynamic and customizable print materials that respond to touch.
3. Cause Marketing - Businesses can explore cause marketing campaigns to align their brand with social causes and encourage consumer participation through donations or other means.
Industry Implications
1. Publishing - Publishers can leverage interactive print technologies to enhance reader engagement and create unique reading experiences.
2. Printing and Packaging - The printing and packaging industry can explore the incorporation of thermal ink technology to offer customized and interactive solutions to clients.
3. Nonprofit Sector - Nonprofit organizations can utilize cause marketing strategies to raise awareness and funds for important causes, leveraging innovative approaches like interactive print.
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