Porsche would like you to buy a new 911. In order to convince you of that, it has created "the world's first interactive hologram print ad."
Now, it's not exactly a "hologram print ad." It's a print ad, included in 50,000 copies of Fast Company's April issue, that includes a prism that you can assemble. You then take the prism, drop it on top of your tablet, and watch a special video on the Porsche website. Voila! Hologram.
Adweek says 150,000 total prisms have been created, 50,000 acetate versions included in the magazine, plus another 100,000 glass versions that will be distributed via direct mail.
The goal with the ad campaign is to give the audience "a feeling of intrigue and curiosity," said Marshall Ross, chief creative officer for Porsche's ad agency Cramer-Krasselt, to Adweek. Both the prism and the video went through many levels of trial-and-error to get it just right, both to ensure the video looked right and that the prism survived the printing and shipping process to get to the reader in one piece.
"We maximized the size of the prism within the constraints of the publication's page size and affixed it to the insert so it was secure yet easily removable without tearing," said Ross to Adweek.
It’s hard to imagine that the stunt will actually sell more 911s, but if nothing else, it’s cool — it might just be the best magazine ad stunt since 2014’s interactive Moto X ad in Wired.