23.01.2012
Quality in each medium: the BMW Impulse ePaper
BMW Impulse is a medium with a very special claim: to approach BMW as a premium brand to those, who so far have been loyal to other automobile manufacturer. Hence the magazine presents high-class coverage, with emotional pictures and authentic adventure reports as well as an elaborated print-magazin – the feel of paper and collar already emphasizes the claim of the brand.
But how to transport this significant feel from print to online? BMW Impulse already has a successful internet appearance, where quite own themes are being stimulated, which accommodate to the internets legality. In cooperation with heller & partner BMW has therefore decided, to conserve the quality of the printed magazine 1:1 for the internet. Content is not converted in simple HTML and downloadable pdfs are not available. An ePaper is developed, which on the one hand includes the excellent original layout and content and on the other hand allows the natural feel of turning the pages over.
Users can now “touch” the original pages of the magazine with their mouse, enabling to turn the pages over and zoom in and out of the layout in order to read the content better. Animations with shading add on the reading pleasure, which is close to the printed magazine. Or even exceeding it: links of the print magazine are hyperlinked via mouse click in the ePaper version – therefore the user is able to switch from one medium to another without barriers.
