Cross-media use of print is on my mind at the moment, as PrintWeek has a special issue on this topic coming up later this month. Lo and behold, a couple of examples can be found in the London 2012 ticket pack that’s sitting on the mantelpiece. London 2012 sponsors Lloyds TSB and BP have used this opportunity to put some print-meets-digital-media promos into the hands of ticketholders. Lloyds TSB has opted for a one-piece integrated label product with a “Team GB official supporter” bib sticker. Take a photo of yourself wearing it, upload to the special Facebook page, and you’re in with a chance of winning tickets to the official Team GB celebration party. Meanwhile, BP has married its Olympic sponsorship with its Target Neutral carbon offsetting campaign. Its insert is printed on a 50% recycled polypropylene substrate, and features six die-cut pop-out tags, each with a unique code and QR code. Endorsement from Olympians Jessica Ennis, Lizzie Armitstead and William Sharman grabs the attention. Pics can be found on PrintWeek's Twitpic photostream. Recipients are urged to visit a special microsite where they can offset the carbon from their journey to the games. Register the tag(s) and take them along with you to the Olympic Park, and you can have a free souvenir photograph taken in front of the stadium, at BP’s Target Neutral Walk installation. Two great examples of print’s ability to drive powerful brand interactions. Winning!