Chevy Runs Digital Video Ads in Print (Yes, You Read That Right)
ere's something you don't see every day: Chevrolet bought print ads to show off its digital videos.
The ad, which promotes Chevy's Colorado truck, appears in the May issue of certain subscriber issues of Esquire and Popular Mechanics. And it allows readers to watch one of three short videos, which were created by Chevy's creative agency Commonwealth//McCann.
Some 10,000 subscribers each to Esquire and Popular Mechanics -- those considered likely Colorado buyers -- received copies with a video player embedded inside the print page.
"We had these awesome digital films that we created for the Colorado launch and we thought, why not ... put video in print," said Jill Mida, manager-Chevrolet Truck Advertising.
Chevy "leveraged all of Hearst's consumer data" to determine which 20,000 readers fit the profile of a Colorado buyer and should receive the ad, according to Ms. Mida.
She wouldn't disclose how much the ad cost, but did say, "the unit is obviously expensive."
The video-in-print ads are one part of Chevy's marketing push around the Colorado. Print ads for the Colorado (that don't include video) are also running in Men's Health, Sports Illustrated, Backpacker, Surfer, Bike and Dirt Rider magazines. It's already run TV commercials as well as digital ads.
This isn't the first time a magazine has put video in print. Back in 2009, Entertainment Weekly, which is owned by Time Inc., used Americhip to put a video ad for CBS in a print issue. That ad showed off CBS's fall lineup.