Chevy’s latest ad for the Colorado introduces the digital age to the world of print.
About 10,000 subscribers each to Esquire and Popular Mechanics will receive a May issue that includes a small video player embedded into a full-page ad for Chevy’s new midsize pickup truck, allowing them to watch three short videos. The subscribers who receive the digital ads were specifically targeted by Chevy as the most likely to buy a Colorado.
“We had these awesome digital films that we created for the Colorado launch and we thought, why not … put video in print,” said Jill Mida, manager of Chevrolet truck advertising. Chevy wouldn’t disclose the cost of the ads, simply saying that “the unit is obviously expensive.”
This may be a first in the auto industry, but it isn’t the first time a magazine has been sold with videos in it. Back in 2009, video ads for CBS were included in Entertainment Weekly.
[Source: Ad Age]
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