Paper-thin Video Player Inserted in Magazine
Video may have killed the radio star, but apparently it doesn’t have any problem buddying up next to print.
CBS inserted a paper-thin, interactive video player into the September 18 issue of Entertainment Weekly—which previewed the 2009-10 television season—mailed to Los Angeles and New York subscribers. CBS teamed with PepsiCo to tout both the Pepsi Max diet cola for men and the network’s Monday night comedies.
Borrowing from the musical greeting card concept, a 2˝ screen on the ad starts playing automatically as the page flips open. A speaker is embedded below the screen.
Actors from the show “Big Bang Theory” provide a tutorial for readers to access clips from other CBS programs, including “Two and a Half Men” and the new “Accidentally on Purpose.”
From a printing perspective, the move was nothing short of brilliant and should hopefully spur ideas that build upon the concept.
