Ads in Entertainment Weekly are becoming very futuristic. Next month, some subscribers will open the magazine to find a CBS and Pepsi ad speaking to them via a thin video screen built into the page.
Reportedly very expensive (in the low seven-figure range), CBS and Pepsi have partnered on this cutting edge marketing venture as a way to “engage consumers in new and surprising ways,” explains George Schweitzer, president of CBS marketing group.
The technology works much like the musical greeting cards – the video, about the size of a mobile telephone screen, begins once the reader turns to the appropriate page. The ads will run in copies sent to subscribers in the New York and Los Angeles areas.
I think CBS and Pepsi are on to something, for now. The technology is exciting. The ads will certainly “engage consumers” and create buzz. But how long will it last? The printed page is dying – as much as it pains me to say that. These types of advertising gimmicks are expensive – it took two Fortune 500 powerhouses to pay for the ads. As excited as I am about the technological advances we’re making, I’m afraid this may be another here-today-gone-tomorrow stunt.
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