Printing Gets More Interactive

Another magazine, GQ, used similar concepts last year for advertisers Gillette and Maserati, in which Gillette distributed samples of new products while Maserati was promoting a viral digital promotion of a study indicating that the sound of a Maserati engine creates a biological response in women.

Meanwhile, Coty has sought to build its brand resonance with women via a snap-enabled ad campaign for Gwen Stefani Harajuku fragrances by allowing readers to choose between a ringtone of Gwen Stefani music, a free sample, and a quiz to see the fragrance most suited to their personality, based around a set of characters inspired by fashionable girls in Tokyo's Harajuku district.