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Ad in Magazine Powered by Cell Phone

10/03/2012 2:40 PM

http://mashable.com/2012/10/02/ew-has-smartphone-inside/

"They told us, but we did not believe them: The Oct. 5 print edition of Entertainment Weekly, which features a one-of-a-kind digital ad running video and live tweets, actually has a smartphone inside of it. A real, full-sized 3G cellphone inside a print magazine.

The digital ad is designed to promote the CW network's fresh lineup of action shows (The Arrow and Emily Owens, M.D.) and, when you open the magazine to the ad, the small LCD screen shows short clips of the two shows and then switches to live tweets from CW's Twitter account.

When we spoke to CW representatives earlier this week, they did tell us that "the ad is powered by a custom-built, smartphone-like Android device with an LED screen and 3G connectivity; it was manufactured in China." This is all true, though the device is far more than just "smartphone-like.""

Emphasis added by me. I'm very curious to know if these 'phones' were manufactured for this specifically, or if it's a clever way of reusing or recycling discarded hardware. I'm trying to get my hands on a copy but it appears they only are being sold in NYC and LA.

If you watch the video, you'll notice they find a speaker. That seems to indicate that they were removed from cell phones - possibly broken ones? I know you can buy thousands of exactly the same models at a time. So in theory they could standardize the process and get 1,000 editions out there all the same.

What do you think? Pointless waste or a good idea?

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#1

Re: Ad in Magazine Powered by Cell Phone

10/03/2012 6:00 PM

This is within a printed magazine... real pages, ink, lots of slick advertisements... where can you get those now-a-days?

"Pointless waste or a good idea?" I don't see it as a waste. This is an experiment, and results will be gleaned. Good idea? I don't really see that either. But, it's not my idea or experiment.

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