Is This The Worlds Most Interactive Print Ad?

A Lexus 2013 ES changes colors, turns on its headlights and exposes its interior as throbbing music plays in this highly interactive print ad in the Oct. 15 Sports Illustrated.

How is this possible, you ask? Well, they sort of cheated. Using a Lexus-created technology called CinePrint, the ad comes to life only when you put an iPad behind the printed page that's displaying the iPad edition of SI.

As the release from Lexux notes, most traditionally "interactive" print ads direct users away from the page (think QR codes.) However, "CinePrint Technology flips that on its head, creating a tactile and visceral connection that brings one closer to the printed page with a multi-sens…
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