Offline, meet Online. This interactive newspaper iPhone ad—say what?—is bridging the gap between the offline and online world by getting the user to engage with it in order to finish the story. While I am excited to see what creative lengths this could be taken to, I have a feeling that once this becomes the norm, consumers will feel blasé about it and not bother interacting with it. It will be important for advertisers to remember that the ad’s digital expansion can be the most amazing thing ever, but if the print ad doesn’t initially tell an interesting story, they will never be driven to interact with the ad and finish the story.
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