Can a paper napkin become MoD?

I recently saw a print ad appearing in Sweden’s Metro newspaper that applied the creative concept of using a napkin... just a napkin...to make a BIG statement about a juicy hamburger. When a marketer decides to utilize an object, such as a napkin, in their print ad, they offer another sensory tool besides just sight...that being touch. How does that medium play into the MoD concept? How are we able to mimic that physical "object" in other MoD mediums? It's a fairly simple question. I'm looking for a thought-provoking answer...Let's hear one please.