In a twist on digital and traditional advertising intertwining, Brazilian beauty company oBotanico teamed up with AlmapBBDO to create a digital element to a traditional print ad in Vogue Brasil. By placing your smartphone onto the designated area of the print advertisement and visiting the URL provided, the ad (or at least, the woman's eye) comes to life and goes through the process of creating her look for the photograph.
Something like this could definitely be integrated into the editorial of magazines, including how-tos and step-by-step beauty, DIYs and even outtakes of interviews. People aren't always near their computer, but they almost always have their mobile phone at hand.
Visit the link here at Digital Buzz Blog to view the video demonstration.
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