Always ones to be pushing the tech boundaries, the US version of Wired Magazine has included an ad from Lexus with NFC embedded in it. With around 3 million NFC handsets in the US, they are hoping that some of their 500k readership will be willing to ‘touch in’ to the advert. The activation takes users to a link with videos which introduce the Lexus app suite which includes Bing, OpenTable, iHeartRadio, Pandora, MovieTickets.com and Yelp. For Wired, it’s as much about being experimental as it is about gaining a response. But who knows, maybe all magazine ads will be like this one day.