Magazine pages are shaping up as an unlikely new outlet for interactive, as technology for audio chips and batteries gets smaller and cheaper. Some marketers are now using said gizmos in print ads,
including one for Yellow Tail wine that comes complete with four blinking firefly tails. Other print ads are also getting innovative with stuff for consumers to play with, like temporary tattoos,
plant seeds and a 3-foot-long replica of the Ultimate Fighting Championship belt. All try to stand out amid clutter.
In its October issue, the men's mag Maxim
Consumers should expect more such ads, says Philip Sawyer,
director of GfK Starch Advertising Research, since spectacular ads stick in readers' minds. Of course, "it still must work with the brand's message," Sawyer says.
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