Vice Magazine, a Canadian publication bought and read by influential early adopters, has combined with BMW in an attempt to promote the 1 Series. The media strategy for the 1 Series is all about short, intense experiences and on the April issue of Vice, a glow-in-the-dark ad for the BMW 1 Series appears, with the 1 appearing where the "i" in
Vice usually does.
The glow-in-the-dark ad, which appeared on the cover of Vice's entire Canadian print run, wasn't easy to make. The magazine had to print its covers at one plant, ship them to another to add the glow-in-the-dark treatment, UV coat them once they'd cured, and then ship them back to the original plant for binding to the rest of the publication.
