Ontario based BMW Group Canada has found an innovative way to sneak an ad onto the cover of the April issue of Vice magazine. At first glance, it looks like an ordinary cover. However, when the lights go out, a glow-in-the-dark ad for the BMW 1-Series appears superimposed over the image.

"The media strategy for the 1 Series is all about short, intense experiences. We knew this process would be tough to do, but it was an innovative one-off that fit beautifully with the strategy,” explains an account director for The Media Company.

While the typical Vice reader isn’t a great match for the BMW 1-Series they are however influential early adopters who are good at creating buzz and this is why BMW’s media company decided to go with the ad in this magazine.

This whole process wasn’t easy to do. The magazine had to print its covers at one plant, ship them to another to add the glow-in-the-dark treatment, UV coat them once they'd cured and then ship them back to the original plant for binding to the rest of the magazine.

I say job well done for a very creative and innovative ad!

[Source: Media In Canada]