Brazil’s outdoor adventure magazine Go Outside wanted to inspire its subscribers to get back into exercise. So in the form of a full-page ad, they printed a race-official running number unique to each subscriber that gave them free entry to the Kailash Trail Run.
Each ‘Take this ad for a run’ page was printed on waterproof paper and featured a QR code that the reader had to activate to confirm their place in the race. Over 55% of the ad subscriptions were activated, while one of the ads even got first place. Taking the physicality of print to a new level.