CBS/Pepsi runs a Video Ad in Print
US Broadcaster CBS will preview their Fall line up using a video-chip embedded in Entertainment Weekly. Its like when Singing Birthday Cards meet TransMedia Conglomerates then throw in a little Corporate Synergy, and its the first video ad to appear in a magazine. Should get my Promo-sexual juices flowing but before running out to by myself a video insert in every magazine in publication I can get my hands on the gimmick has few fails.
Americhip - Ridiculously amazing technology the stats:
-Transistor Liquid Crystal Display (TFT) / 2.7 millimeters thick / 320x240 Resolution / 70 Minute Battery Span / Holds up to 40 mins of Video Content.
However, the video quality is deplorable and when juxtaposed to the high quality print its miniscule glory translate to be unimpressive.
Cost - Of course OMD / CBS / Nor Pepsi will release the cost of the technology however, you can know for sure it wasn’t cheap with 2 years of development. Not only would they of had to pay for the tech but add to the that a reported extortionate premium to Entertainment Weekly. Its no wonder the placement is only running in specific subscriptions runs in NYC and CA.
Strategy - OMD’s CEO Alan Cohen, seems to think the Pepsi / CBS synergy is ingenious with intentions to “do much more of it”. So CBS got a technological breakthrough to deliver its content and Pepsi (in true Pepsi form) end up 10 mil down and in the foreground. Co-Branding needs to make sense, just because CBS has a bunch of money and Pepsi is swimming in a sea of ambivalence with just as much cash to burn, its not enough of a similarity to run a synergiesed campaign. The similarities have to be apparent to the consumers, I think Pepsi really lost out on this one.
Please don’t think I am just hating because I think I could do better, or because I wasn’t invited to be a part of the campaign, I love seeing innovative media and I am even a fan of traditional media finding presence in multiple mediums. Just think when the opportunity comes along we need to recognise the reality of reach and not go balls out without a cohesive strategy.
2 years ago