Porsche enthusiasts around the world have The Gotthard Pass on their "bucket list" of best driving routes. At nearly 7,000 feet, this famous mountain pass connects northern and southern Switzerland and was originally opened in 1830. Today, it is comprised of more cobblestone covered hairpin turns than your Porsche's GPS can keep up with and counts the 4th longest vehicular tunnel in the world (at 10.5 miles) and one of the most picturesque and best named bridges (The Devil's Bridge) amongst its features.
Last month, working in conjunction with Cramer-Krasselt, OMG’s Ignition Factory, Blippar and Outside magazine, Porsche created their third digitally interactive print campaign (the first was in April's edition of Fast Company magazine). The biggest difference between the first one and this one, however, is that unlike the ad in Fast Company, this new advertisement actually allows you to interact with the printed magazine itself. Even better, it incorporates a competition that awards the winner with a trip to the Porsche Experience Center in Atlanta.
How It Works
Located in the magazine is a "gatefold" advertisement (that's it above). This is one of those oversized ads that incorporates three pages and folds into itself. Once you find the ad and unfold it, you'll need to download the Blippar App for iOS or Android and activate it. Then, simply hold your phone over the advertisement, framing as much of the road pictures as you can in the screen, and the driving game will pop-up on your screen.
Once you hit this point, the user is given the chance to race a digital 718 up Gotthard Pass using their phone as the steering wheel and the road in the advertisement as your race track. It might sound a little complex, but it's actually quite easy. Check out the video below for a quick demo.
Besides the race, users can use the app and the advertisement to learn more about the 718 Boxster's performance features and for the competitively inclined, you can record your best time. Should you happen to be the fastest, and you register with the app, Porsche is offering a trip to the Experience Center in Atlanta to try a real 718 Boxster in person. To discover more, users are prompted to visit porscheusa.com/new718.
How You Can Try It
While this advertisement was meant for the print world, we've come up with a way to make it digital. Using our digital version of the advertisement, you may be able to play (technically it shouldn't work digitally, but we were able to use it on our 27" iMac screen). Simply download the Blippar app onto your smart phone using the links we provided above, then open this gatefold advertisement on your desktop or laptop (be sure to make it as large as possible on your screen). Once you've done that, open the Blippar app and try to frame as much of the advertisement (just the road portion) as you can. If it works, it will launch the the game and controls. Good luck and let us know how you do.
Alternatively, you can get yourself a copy of August's Outside magazine and use it as intended. We think trying to do it digitally is much more fun!