NEW YORK (AdAge.com) -- To hawk its fall season, CBS has teamed with PepsiCo and Entertainment Weekly to create a video ad that will run in the magazine.CBS will insert a paper-thin interactive video player into copies of the Sept. 18 issue of Time Inc.'s Entertainment Weekly sent to Los Angeles- and New York-area subscribers. The issue previews the 2009-2010 TV season. As part of a unique marketing partnership, PepsiCo will join with CBS to promote its Pepsi Max diet cola for men in the print ads and sponsor the fall debut of CBS's Monday-night comedies on Sept. 21.
by Brian Steinberg.