Lifting that flap on the gatefold shows the Camaro ad and details on a sweepstakes to win tickets to the Super Bowl. Campbell-Ewald, Warren, Mich., is Camaro's agency.
"For the consumer, this made such a dynamic cover. We had very similar goals to Camaro, and this was a way to get it in a synergistic way," said Publisher Polly Perkins.
Sport isn't alone with ads playing off the magazine cover. The New Yorker's double issue for Oct. 20-27 features an ad from Intel Corp. on the back of the half-flap that touts the "next generation of computing." Euro RSCG Dahlin Smith