Lexus showcase new form of interactive ‘print’ ad

Staid print ads could soon be given a fresh lease of multimedia life following the introduction of new CinePrint technology from Lexus.

Used to bring the Lexus 2013 ES to life it entails syncing the ad with an iPad before placing the device under the page – a synchronised display then shines through the paper to allow the car’s headlights to switch on, its wheels to spin and a psychedelic background to roll past.

It marks a divergence of thinking from traditional interactive print ads, which entail directing readers away from the page via QR codes or similar.

Lexus noted: “CinePrint Technology flips that on its head, creating a tactile and visceral connection that brings one closer to the printed page with a multi-sensory experience that combines sight, sound, and touch.”

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