It’s not surprising to find out this awesome ad was created in Brazil. In 2014 they have come up with some very inventive uses for print – including the BBQ Bible and the Kid Tracker. This one has really gone way out of the box they were already out of, by allowing readers who registered for a copy of the Contigo magazine through Facebook, to be able to vote on their favorite fashion by literally liking it on the magazine page. Through a chip that was programmed to communicate with each registered recipients own Facebook page, the “like” was posted on their page AND was sent to a live feed being displayed at the advertisers retail location.
A lot went into this, and whether it’s practical or not can only be decided on a case-to-case basis. What is clear is that the possibilities for linking print and social have now been busted wide open, and Brazil continues to amaze and push us all to a fully integrated print experience. Obrigada!
Print magazine features working Facebook ‘Like’ buttons
Brazil-based C&A has created the Like Ad, a magazine commercial that lets readers ‘like’ products on Facebook by pressing buttons embedded in the print publication.
Regular readers of Springwise may remember Brazil-based department store C&A from our coverage of its FashionLike innovation from 2012, which saw it display live Facebook ‘likes’ next to its in-store products. Now the company is developing the idea further with the Like Ad, a magazine commercial that lets readers ‘like’ products on Facebook by pressing buttons embedded in the print publication.
Created by advertising agency DM9DDB, the promotion ran in a special edition of celebrity magazine Contigo which was delivered only to those who registered for a copy through Facebook. Using technology from Microsoft and telecoms company TIM Brasil, each copy was embedded with a chip that was linked to the individual recipient’s Facebook account. The ad featured two different fashions, each with a ‘like’ button next to it, and asked readers which one they preferred. When they pressed a button, an LED lit up to indicate their vote had been made. The button triggered an automatic post on the reader’s Facebook feed showing their friends which fashion they picked. At the same time, the vote was also sent to the C&A store at MorumbiShopping, where the number of Facebook likes were displayed in real time.
The campaign demonstrated how the online and offline worlds can be integrated in seamless ways, with readers’ reactions to print ads affecting shoppers’ decisions in real time. Are there other ways to make social ‘likes’ more meaningful?