By Seb Joseph

BMW is powering its print ads with NFC technology to give readers exclusive access to content about its electronic car range.

The car company is billing the campaign as a media first that places small chips inside copies of Spiegel Wissen, a quarterly spin-off of European current affairs publication Der Spiegel.

Readers who come across the brand’s “Car of Tomorrow” four page advertorial can tap their smartphones on the creative to instantly download the app for its i electric car range. The app then interacts with the advert, directing users to relevant content based on their operating system and how Read full story ›

Source: The Drum