To prove that the 2013 Lexus ES is something that had never been seen or experienced before, we needed to create something that had never been seen or experienced before. This inspired Team One to create CinePrint. Readers can bring their magazine page to life with light, motion, and sound, simply by placing the page on top of the iPad issue. The idea took advantage of the current landscape of print and tablet media. Since magazine and tablet subscriptions are often linked, this was the perfect opportunity to create something that brought the two media spaces together.

Launch the campaign
Published
January 2013
Topics

The Story

To prove that the 2013 Lexus ES is something that had never been seen or experienced before, we needed to create something that had never been seen or experienced before. This inspired Team One to create CinePrint. Readers can bring their magazine page to life with light, motion, and sound, simply by placing the page on top of the iPad issue. The idea took advantage of the current landscape of print and tablet media. Since magazine and tablet subscriptions are often linked, this was the perfect opportunity to create something that brought the two media spaces together.

We wanted to bring a magazine page to life. The idea wasn’t to create a new technology, but to use existing technology in a new way. By using the light of an iPad screen to interplay with the page on top, we created a new kind of visual experience—the result was an effect that neither print nor digital could accomplish on its own. For the user, however, the experience is simple. There is no app, nothing to download. All you need is the printed page and an iPad.

The Technology

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    Mobile

    iPad

The Results

The piece generated lots of online conversation, including 5,000 uses of the hashtag in the first weekend and 700,000 organic views of the demo on YouTube (both on the Lexus YouTube Channel and as a part of Mashable’s coverage). This made Lexus a topic of discussion among the very audience (young tech-savvy up-and-comers) that the brand wanted to reach for this initiative.

Launch Date Oct. 9, 2012