Since a full page magazine advertisement can be extremely costly, advertisers generally make marketing as eye-catching as possible—but this interactive magazine ad goes about it in an entirely different way.
Rather than featuring a page printed in vivid colors, the magazine ad is all black, challenging viewers to use their smartphones to decipher a hidden message. Using the LED light that comes from a phone, users must run the light that comes from the device below the ad page, revealing a story on SAB Miller's Abraxas.
What makes this interactive magazine ad so genius is that it drives engagement without requiring consumers to download an app or visit an external website for additional information. This style of covert marketing instantly rewards consumers who have the patience to explore the unusual.