- Volvo has created an ad for the XC40 Recharge EV that will appear in a special Music Issue of The New York Times Magazine. The magazine cover also has content that is unlocked by the app.
- It works with a feature called Google Lens to give it a multidimensional appearance. The Google Lens feature is a Google search app that’s available for iOS and Android.
- Without it, viewers just see a flat image like a “normal” ad.
Placing an ad in a magazine is expensive. For Volvo, which has a 0.6 percent market share in the United States, to spend money on a spread in a magazine without showing the exterior of the car or even the Volvo name, that’s a bit audacious.
But the Swedish automaker isn’t going completely in the direction of, say, ’90s Infiniti ads. Instead, it’s placing an ad in the upcoming Music issue of The New York Times Magazine. The cover will feature a Google Lens augmented-reality element that lets the readers go behind the scenes.
The Volvo ad does the same thing. Readers point Google Lens at the two-page spread, and information about the XC40 Recharge appears, including specs and the exterior of the SUV. It’s fun and different, and for those who have their curiosity piqued by the bare ad of a battery platform and “the first electric SUV with Google built in” copy, it’ll be a good introduction to Volvo’s electric vehicle.
Of course, there’s always the risk that many readers will see the advertisement and decide not to whip out their smartphones to learn more. But for those who are interested, the Google Lens feature can be found in the Google search app for iOS and Android. Just tap on the rainbow-colored square next to the microphone in the search box to launch the feature.