Lexus agency Team One pitched their automotive client on an innovative content strategy–team up with Time Inc. and American Express Publishing to provide media customers the option to customize their own magazine just like they would customize a new Lexus 2010 RX. And then fill that magazine with custom ads from Lexus.
According to The New York Times, the launch had a few problems out of the gate–computer error caused subscribers to receive articles from magazines they had not chosen, and some of the articles that were included seemed outdated.
“It’s almost similar to an RSS feed or something like that, where you get a selection” of content you are interested in, said David Nordstrom, the vice president for marketing at Lexus, a division of Toyota. “It’s kind of a print way of doing what people are doing on the Internet, and for us it was to say, what is a way we can reach customers in a way that’s different?”
NOTE: I just ordered a print version on Mine. I’ll make scans of it and report back when it arrives.