Posted by Michael Waltzer on August 12, 2011 05:00 PM
What's the best way to promote an iPad magazine? How about walking through New York City with it wrapped around your head?
Hearst;s new iPadazine, CFG (Cosmo For Guys), did just that, sending a model around New York's Bryant Park on a sunny afternoon. The reactions are hilarious, as the YouTube video (which has notched almost a million views) shows.
Credit to Hearst and its agency, Thinkmodo, for coming up with the stunt, which involved creating a wearable device with four iPads, one of each side of her head, and each screen showing the view you'd expect to see from that angle.
The actress wore video glasses connected to a hidden camera in her purse to see where she was going and interact with others. The device was assembled by Clockwork Apple, who also worked on Thinkmodo's Shaving Helmet viral video, which also boasts over a million views.
The making of video for iPad Girl points out that it was over 100 degrees that day, so ice packs were applied to her neck between takes.
It's a clever stunt to build buzz for Cosmo's first non-female brand extension, which is available for download at the iTunes app store for $1.99 per issue, $3.99 per month, and $19.99 per year.