The 911 is being featured in what Porsche describes as “the world's first interactive hologram print ad.”
Porsche teamed up with ad agency Cramer-Krasselt to create a “hologram print ad” that you can view by using a tablet and a prism. How does it work? You’ll need a tablet (obviously), and a copy of Fast Company's April issue that comes bundled with a prism. The latter has to be assembled and placed atop the tablet while the device runs the ad of the video from thenew911.com/hologram.
The main idea behind the 911 ad is to give the viewer “a feeling of intrigue and curiosity,” according to chief creative officer Marshall Ross at Cramer-Krasselt. The video had to be tweaked to make sure it looked nice and crisp while the prism also required extensive work to guarantee its integrity during the printing and shipping process.
Adweek says a total of 150,000 prisms have been manufactured, with 50,000 of them from acetate and bundled with the magazine sent to a select group of the magazine’s subscribers. The other 100,000 prisms are made from glass and will be distributed via direct mail.
While the ad is unlikely to bring in a lot more 911 sales for Porsche, it’s still a neat way to boost the model’s exposure even further. After all, the ad does say “the only car capable of beating the 911 is a 911.”