To bring the idea of the unique driver to life, we didn’t simply put ads in a magazine – we created a new magazine. A multi-platform, first-ever, reader-customized magazine named “mine”.

We partnered with Time, Inc. to offer readers self-selected content from eight Time, Inc. publications.

In-book and online promotional units across Time, Inc. properties drove readers to a signup website, where they could easily select their content and delivery format: print, digital, RSS feed via downloadable widget, or mobile reader.Once selected, the first of five “on-demand” issues reached the reader in just 2-3 weeks.As the sole advertiser, the four Lexus RX ads in each of the five issues were also customized to the subscriber, based on information they supplied at sign-up.

The capacity to create over 4 million unique ads, with no two issues alike, is what makes “mine” so remarkable.

At the time of submission, the “mine” program had just launched, having been in market a mere two weeks. But the response has been phenomenal: 85% fulfillment (goal was 95% at 3 months), with 17% opt-in for more information on Lexus (compared to a benchmark 9%).The news media has reacted with similar enthusiasm, with over 500 media outlets reporting on “mine”, generating 235+ million media impressions.

Since launch, dozens of marketers have contacted Time, Inc. to see how they can participate in this groundbreaking reinvention of the magazine platform.