Back in late 2013, Motorola came out with their new smartphone, the Moto X. The company made sure that it highlighted the ability to customize the phone, making a big deal about it being “designed by you.” While the phone itself contained impressive technological advancements, the print ad that Motorola ran for the phone is probably even more spectacular.
In January’s edition of Wired magazine, Motorola had a spread that allowed readers to change the color of the phone. It’s as unbelievable as it sounded (and looked) — until you dive into the electronics hidden in the pages. Incredibly thin LED lights, pressure sensors, and batteries comprised this ingenious print ad. Each different color “button” had a pressure sensor under it, signaling the lights to change to the color selected. Readers could experiment with 11 different colors, and watch as the paper seemingly changed color before their eyes.
Interactive advertising experiences are becoming increasingly popular in a multitude of ways, as consumers are becoming more and more desensitized to the constant bombardment of marketing. Getting a consumer actively involved in the idea of a product can be the difference between signal and noise.
