When I first glanced at the headline to this article, I had to do a double take. I was surprised to read that Volkswagen placed an audio advertisement in a print newspaper in India. I'm sure readers felt the same way when they heard audio after unfolding The Times of India this morning.
The newspaper carried an advertisement for Volkswagen on the last page that looked just like a regular print ad, but as soon as people turned to the last page of the newspaper, the ad would start talking by itself.
Volkswagen paid the publication to fit an audio chip inside the pages that plays in an endless loop until you close the paper, according to tech blog Digital Inspiration. The chip is powered by a photo detector that converts light into current or voltage.
According to online reactions from twitter and facebook most people seem to have been left impressed by Volkswagen’s marketing. Although, the ad did create some confusion at one of the airports as Lakshmipathy Bhat points out. He tweeted that "Volkswagen ad with audio chip caused a minor scare among the trolley crew in Bangalore Airport. Unclaimed paper with noise -- staff were nervy."
Moulin Parikh tweeted, “One of those rare days when ppl in #mumbai will buy times of india to see (also hear) the Volkswagen advertisement and not for news.”
Volkswagon's marketing technique or rather publicity stunt has definitely made a buzz.
Check out the video showing the audio ad in the paper.
http://www.wired.com/gadgetlab/2010/09/volkswagen-plants-audio-ad-in-print-newspaper/
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