Complicated technology powered the simple and intuitive idea: paper-thin components (including a battery, LEDs and a keyboard-like button membrane) delivered a premium print experience by creating a print ad where readers could change the color of the Moto X device with the touch of a finger – without leaving the page.

The ad appeared in the January 2014 issue of WIRED, delivered to 137,000 WIRED subscribers in Motorola’s top two markets –Chicago and New York subscribers. Buzz Positive media coverage, social buzz and pass-along led to 72 million social earned media impressions. That’s 84 times WIRED’s total circulation