Ad of the Week: VW iPhone Test Drive

Innovative campaign lets mobile users experience vehicle features in a print ad
In an era in which online advertising providers can make their clients’ content scurry across users’ screens, dodge paintballs and sing in the shower, are old-fashioned print ads still relevant and effective? That’s a discussion for another time, but this week’s spotlighted ad shows that it is possible for a print ad to cross over into the digital realm and provide an interactive and compelling experience to consumers.
Volkswagen’s Norway unit and its Oslo agency TRY & APT are behind this campaign, in which a gatefold ad was placed in several Norwegian magazines, showing a birds-eye view of a road traversing a summer or winter landscape. Readers were encouraged to download a free iPhone app, created by Mobiento, which then enabled them to “drive” their phone over the road in the ad to check out some of the vehicle’s features: […]

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