The Sonera Speed Test
I love seeing innovative connections between print media and digital. There are of course many barriers that can be put in the way of consumers actually getting involved (downloading apps, having AR apps pre-installed etc.). What makes this idea stand out is its simplicity. The user simply heads to a mobile site (no need for an app here) and places their smartphone (not just made for iPhone see?) onto the print ad. They then grab a mate and face off together in a simple reaction based game.
If nothing else, it gets across the brands message of speed, and allows the consumer to have a little fun along the way, even if it is short-lived. A great example of how to bring print to life.