For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.
Mini wanted to showcase its convertible to the German car-fanatic community, bringing the car showroom to people's homes. The auto brand took advantage of technology that allows 3-D animation to be placed directly into live video streams.
Readers remove a print ad from a magazine, type in a URL and then hold the ad in front of a webcam. As if by magic, a Mini convertible appears in 3-D on the screen, making it look like it's sitting on top of the paper ad the user is holding. As the user moves the printed ad, so moves the 3-D Mini in the image on the screen.~ ~ ~
CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.