iAd

I saw this article and thought it was the coolest thing ever!  Integrating regular print advertising with new technology like the iPhone is genius!  If I came across this in a magazine, I would definitely try it out.  It strikes up curiosity and makes the user feel included.  Sure, it is only for some insurance company, but this is unique and new.  Other companies will probably jump at the opportunity to get their customers involved in ads like this.