The January 2014 edition of Wired magazine in New York and Chicago had a print ad for Motorola’s Moto X. Readers had never seen an ad like this before in the magazine – they could actually push a button and check out the various colour options the phone was available in. This was achieved by inserting a wafer-thin LED into the magazine. This was an advertisement that reflected what the brand stood for – innovation.
In September 2015, JetBlue airlines invited regular New Yorkers to steal their advertisement. They had put up close to 150 interactive ads – which actually were poster-sized vouchers at bus stops across New York. The ad encouraged the viewer to peel off the ad, and win a prize in return – roundtrip flights, free ice cream, entry to a sporting event, etc. Walking away with a poster-sized coupon under your arm is not discreet at all – but the participants did not care, and this also provided additional exposure to JetBlue. Needless to say, #NYCTakeOff was a hugely successful interactive advertising campaign.