Advertising: CBS, Pepsi Create Video Ad to Run in Print

To hawk its fall season, CBS has teamed with PepsiCo and Entertainment Weekly to create a video ad that will run in the magazine.

CBS will insert a paper-thin interactive video player into copies of the Sept. 18 issue of Time Inc.'s Entertainment Weekly sent to Los Angeles- and New York-area subscribers. The issue previews the 2009-2010 TV season. As part of a unique marketing partnership, PepsiCo will join with CBS to promote its Pepsi Max diet cola for men in the print ads and sponsor the fall debut of CBS's Monday-night comedies on Sept. 21.

Omnicom Group's OMD, which works for both PepsiCo and CBS, helped arrange the deal.

The intriguing promotion serves to illustrate how TV networks and advertisers are experimenting with new technologies to get their messages out to consumers. While TV networks continue to use on-air promos and video trailers, finding other methods of reaching viewers has become more important, said George Schweitzer, president of CBS Marketing Group.

"It was axiomatic: If you ran an ad in TV Guide, people would watch your program. Not anymore," he said. These days, entertainment marketers have to "jump off the traditional TV, radio and print" and find ways to "get our samples into the hands of more entertainment enthusiasts."

CBS and Pepsi will tout "Monday to the Max," which will feature the season debuts of "How I Met Your Mother," "Two and a Half Men," "The Big Bang Theory" and the new series "Accidentally on Purpose." Along with the ad in Entertainment Weekly, CBS will screen the pilot of "Accidentally" at college campuses and launch an online microsite featuring interviews and red-carpet interviews from a Los Angeles premiere party.

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