Their Whole is Greater Than the Sum of Their Parts

OMD, Pepsi and CBS will pioneer the convergence of Video and Print on Sept. 18th, as they team team up to place a video in Entertainment Weekly magazine.

"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.

The intriguing promotion serves to illustrate how TV networks and advertisers are experimenting with new technologies to get their messages out to consumers." - AdAge

As an attempt to save print from an untimely death while correspondingly creating something new and buzzworthy, this is very impressive. Kind of reminds me of Esquire's E-Ink Cover (9/08).

....it also reminds me of Harry Potter.