I admire the effort. But really. Can you imagine the sequence of events here?
First, imagine you’re caught up on your email, TweetDeck, RSS reader and to-do list, and your kids are asleep, so you’re reading a newspaper like you used to back in 1993. Just taking your time — you suddenly have nothing but time! — reading every article and glancing at the ads along the way. Just then you notice an ad for the insurance company AXA. What’s that? Right in the middle of the ad is something shaped like my iPhone! Oh, I see, I need to visit the App Store to download AXA’s iPhone app. Hold on a second. OK, done! Now let me put my iPhone over that iPhone-shaped thing in the ad. Oh wow! There’s a fun video followed by a product demo of something new from AXA!
It’s an inventive idea an all, but does anyone read magazines or newspapers like that anymore, let alone make time to play interactive games with print ads?
For a more favorable review, check out The Next Web’s Now This Is Remarkable. An Amazing Interactive (Newspaper) iPhone Ad.