As a centrepiece of the 2009 Fall Season launch, CBS partnered with PepsiCo to introduce the first-ever use of video-in-print advertising with Entertainment Weekly. When readers flipped through the magazine, they opened to the spread and were awestruck by the iPod-sized video screen that automatically played 40 minutes of CBS and Pepsi Max content. For the first time ever, video was delivered on the printed page. Ultimately, the campaign brought a true television experience with the print medium for the first time in history.To create a fully integrated campaign, CBS’s Monday night line-up of hugely popular comedies were co-branded “Monday to the Max” in the spirit of PepsiCo’s Pepsi Max soft drink. While the crux of the execution was the video player in Entertainment Weekly, the CBS/PepsiCo promotional partnership also included a cobranded CBS/Pepsi Max star-studded premiere party, an array of on-air promotional spots and a co-branded microsite on cbs.com.

The execution generated exceptional awareness for CBS and Pepsi Max. Buzz tracking indicated CBS/PepsiCo received a 400% lift in overwhelmingly positive social media and blog conversations.Time Inc. showed unprecedented recall and awareness numbers for subscribers receiving the groundbreaking issue:- 98% recalled at least one of the shows and 72% recalled Pepsi's message-- 52% were more likely to watch the shows after seeing the ad- 24% were more likely to try Pepsi Max after seeing the adThe execution received press coverage in 200+ media outlets worldwide, including CNN, BBC, NY Times and The Wall Street Journal.