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BMW That Glows in the Dark

Magazine Embeds Glow-in-the-Dark Ad on Cover

BMW’s Vice cover appears to be an industry first.

BY DYLAN STABLEFORD BMW glows in the dark

It’s not embedded Swarovski crystals or shameless Nike plugs, but Vice—the irreverent free glossy with 14 international editions based in New York—has figured out a new way to sneak an advertiser’s product onto its cover: glow-in-the-dark ink.

Vice publisher Erik Lavoie wrote in an e-mail to FOLIO: that “there are no plans as yet” to run a similar ad in the U.S. version.

“Maintaining the integrity of our cover—which is not usually for sale—while delivering a unique and rad brand message for BMW was an amazing challenge,” Shawn Phelan, director of sales and marketing at Vice’s Toronto office, told Strategy, a Canadian marketing magazine, last week.

That’s because e glow-in-the-dark ad is a something of a production department nightmare. According to Phelan, the magazine had to print its covers at one plant; ship them to another to add the glow-in-the-dark ink, a UV coat; then back to the original plant for binding.

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Posted on March 26, 2008 by Editor

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