Entertainment Weekly and CBS unveil the first-ever use of video in a print advertisement to promote CBS's new fall programming and its exclusive new partner, Pepsi Max.
Aug. 19, 2009 — CBS announced today an exciting new entertainment marketing breakthrough… the first-ever use of video in a print advertisement. The revolutionary VIP (Video-in-Print) technology, to be packaged in a print ad spread in the Fall TV preview issue of Entertainment Weekly, is the centerpiece of an exclusive partnership between CBS and PepsiCo’s Pepsi Max designed to launch the Network’s Monday night comedy lineup and new dramas — and to promote Pepsi Max, the first diet cola for men.
For the very first time, readers can watch video content straight from the printed page via a paper-thin interactive video player — featuring five channels of CBS and Pepsi Max content — to be inserted into CBS/Pepsi Max ads in select copies of Entertainment Weekly’s Fall TV preview issue (Sept. 18 issue, on stands Friday, Sept. 11). The newest of CBS’s long list of marketing innovations, such as the celebrated promotional eggs, flash drives in print ads and roof-top ads for airplane passengers, this VIP promotion provides an opportunity to sample CBS’s new series in a remarkably unique and involving way. Omnicom’s OMD, the media agency for CBS and PepsiCo, helped orchestrate the deal.
As Entertainment Weekly readers flip to the “Monday to the Max” CBS/Pepsi Max promotional spread they will be greeted with a specially-produced brief video featuring THE BIG BANG THEORY’s Kaley Cuoco, Jim Parsons and Johnny Galecki, in character as Penny, Sheldon and Leonard. The trio explains how to use the VIP (Video in Print) player — while also chatting about Entertainment Weekly and exchanging some characteristically cutting remarks with each other. Here’s a look at the video player in action:
After the introduction, readers can choose from the following five video menu options:
? HOW I MET YOUR MOTHER “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” (separate video compilations of humorous moments from both shows, the second of which features a musical homage to THE BIG BANG THEORY’s male characters’ endearingly geeky jargon and pastimes)
? “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)
? CBS New Fall Dramas: Preview (a sneak peek of NCIS: LA, THE GOOD WIFE and THREE RIVERS)
The ground-breaking VIP player, developed and manufactured by Americhip, Inc., produces high quality video and audio — and is thin and durable enough to withstand the rigors of magazine binding and U.S. mail delivery.
“We’re bubbling with excitement over CBS’s partnership with Pepsi Max and our first-time ever use of video in a print ad,” said George Schweitzer, President, CBS Marketing Group. “Pepsi Max is a great brand and a perfect fit for our Monday night comedies and new dramas. Since we’re always thirsty for the newest marketing innovation, we’re thrilled to be unveiling the inaugural use of an interactive Video in Print technology in Entertainment Weekly’s popular Fall TV preview issue. The best way to sample our terrific new programs is to see previews — and it’s never been accomplished in a print ad? until now. EW is the ideal venue for this ground-breaking Video in Print ad, which is entertaining in its own right and is particularly well suited for their media-engaged readership.”
“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. “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. Most importantly, we’re adding value in the right context through a combination of great content and innovative partners. Pepsi Max’s ?I’m Good’ spot plays well with the upbeat, irreverent voice that defines CBS’s Monday night comedy lineup — putting it directly into the hands of a key demographic target — readers of Entertainment Weekly’s Fall TV preview issue.”
“Entertainment Weekly is proud to reveal CBS’s fall lineup in such an innovative way,” said Time Inc. Style and Entertainment Group President Paul Caine. “The power of Entertainment Weekly’s editorial and audience provides the perfect forum for this ad campaign and game changing unit and is another great example of the strength of the print medium.”
“We’re thrilled to launch our patented VIP? technology with advertisers like CBS and Pepsi,” says Americhip, Inc. CEO Tim Clegg. “This is exactly the type of application we had in mind when we developed this technology.”
In addition to the VIP promotion, the CBS/Pepsi Max “Monday to the Max” campaign also encompasses client-integrated on-air, online and outdoor promotions and several events. Elements include:
? An array of Network “Monday to the Max” promotional spots, some of which will include a “Thirsty for Comedy?!” tag
? A Los Angeles-based premiere party event with celebrities from CBS’s Monday comedies joined by a mix of stars from the Network’s additional primetime series
? A cbs.com Pepsi Max-branded microsite featuring interviews and red carpet excitement from the premiere party, a “Monday to the Max” comedy trivia game and a social viewing room for CBS’s primetime series
? Screenings of the ACCIDENTALLY ON PURPOSE pilot at select college campuses.
CBS’s Monday night comedy block premieres Monday, Sept. 21 and features the hit series HOW I MET YOUR MOTHER, TWO AND A HALF MEN, THE BIG BANG THEORY and the new comedy series ACCIDENTALLY ON PURPOSE.