When Porsche launched the new 911 they didn’t turn their back on traditional print media, they simply enhanced it. By using what it’s calling “the world’s first interactive hologram print ad”.
Porsche ran a special spread in about 50,000 copies of Fast Company’s April issue, which came with a prism you could assemble. The copies were sent to a select group of affluent subscribers, who would place the prisms on top of their tablet and watch a special video, creating the hologram effect. Whilst this was a highly targeted campaign, they also caused a huge marketing buzz around the brand. You can watch the video here (sadly you’ll have to imagine you’ve got your own prism).
Now more than 150,000 prisms are being created and distributed, (including 100,000 glass versions via direct mail.) This is a great use of traditional advertising and new technology coming together for the user, and isn’t that what the Porsche brand is all about?
Thinking about how you can use technology, not just because it’s there but because your content and brand fit it, is the key to a great campaign. Creating a wider buzz by showing the whole experience in this video has opened up their campaign market beyond their target audience.
We’re playing with new technology all the time to ensure our clients have the best options possible open to them. What would you make a hologram for? Hologram