X-press yourself: Wired prints customisable ad

US – Wired magazine has unveiled an innovative interactive print advertising campaign for its January US edition that highlights the multiple colourways of the Motorola Moto X handset by enabling users to switch between hues on the page with the touch of a button.

Advertising agency Digitas created the ad, available in limited-edition copies only in New York and Chicago. The battery-powered, LED-lit, full-page advert enables readers to customise the colour of the phone and case on the page to their liking. A YouTube video released by Motorola shows how the advert works.

Interactive magazine covers and augmented reality advertising apps have become common as print magazines seek to generate added excitement and buzz around their titles. Wired’s latest innovation sheds some light on where this could lead in future. Although centred on highlighting the multiple colours of a mobile phone, the ad also has huge potential applications in beauty, particularly colour make-up, as well as cars and fashion. For more on the evolution of digital and print media, read our Future Media Landscapes macrotrend.