The April edition of Wired magazine, now available on US newsstands, includes an advertisement for the 2013 Lexus GS that incorporates an NFC tag.

The tag enables readers with an Android NFC phone to launch a mobile website that lets them “test-drive” Lexus Enform, the luxury car maker’s in-car navigation and information service, by simply placing their phone on the ad. Once the NFC advertisement is activated, the user can explore a range of interactive videos that demonstrate Enform’s capabilities.

“Wired introducing the first NFC-enabled ad could only be made possible by bringing together the creative minds at Lexus with our reputation for pushing the envelope with emerging technologies and ideas,” says publisher Howard Mittman. “The Wired world moves at an extraordinary speed, and this shows how we continue to work with our partners to ensure we all remain on the cutting edge.”

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