Several months ago, Lexus created a unique campaign that introduced an interactive element to traditional print media. They called this, CinePrint. To promote their latest Lexus IS, they came up with yet another interesting interactive campaign that uses QR style mobile technology to bring interaction to their print advertisement.
“Blend Out” is more than a print ad. Lexus cast three swimsuit models to pose with the Lexus IS and camouflaged the models within the scene—actually making them part of the set design. In order to reveal the models, readers must scan a QR code or go to LexusBlendOut.com with their smartphones. When they place their phones on the page, the models come to life, walking out from the background and revealing themselves in their swimsuits. It’s an idea that, just like the Lexus IS, blends out.