CBS and Pepsi Max have partnered in an exclusive marketing partnership to use video in an upcoming print advertisement. The two claim the ad marks the first use of such technology.
The technology, called video-in-print (VIP) uses a paper-thin interactive video player that will be packaged in a co-branded spread in the fall TV preview issue of “Entertainment Weekly.” The player is developed and manufactured by Americhip, Inc.
The ad talks up CBS’s Monday night comedy lineup and new dramas, and promotes the diet cola for men, Pepsi Max. The video in the Sept. 18 issue includes five channels of CBS and Pepsi Max content.
Omnicom's OMD, the media agency for CBS and PepsiCo, helped orchestrate the deal.
Readers will first encounter a brief video featuring “The Big Bang Theory’s” Kaley Cuoco, Jim Parsons and Johnny Galecki, in character as Penny, Sheldon and Leonard, who explain how to use the video.
After the introduction, readers can choose from the following five video menu options, most which promote CBS’s Monday night comedy block, which premieres Sept. 21:
* “How I Met Your Brother,” and "The Bro Code" (a video montage of series character Barney Stinson's amusing codes of conduct for "Bros")
* 2 ½ Minutes of “Two and a Half Men” plus The Big Bang Theory "Talk Nerdy to Me"
* "I'm Good" by Pepsi Max (a funny spot promoting this "first diet cola for men")
* “Accidentally on Purpose,” preview (a sneak peek of CBS's newest comedy)
* A sneak peek of “NCIS: LA,” The Good Wife” and “Three Rivers.”
"This is an extraordinary way to refresh how we interact with consumers," said Frank Cooper, chief marketing officer, portfolio brands, Pepsi-Cola North America Beverages, in a statement. "We're constantly seeking new ways to reach and connect with our core audience, and, as part of this groundbreaking alliance, we're utilizing technology that's both surprising and engaging.”
While the print ad may be the most innovative part of the campaign, the program, CBS/Pepsi Max "Monday to the Max,” also includes on-air, online and outdoor promotions and several events.
Screenings of the “Accidentally on Purpose” pilot will be shown at select college campuses.