MONDAY TO THE MAX by OMD New York for Cbs

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MONDAY TO THE MAX

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency OMD New York
Released August 2009

Credits & Description

Category: Best Use of Magazines
Advertiser: CBS AND PEPSICO
Product/Service: CBS AND PEPSI MAX
Date of First Appearance: Aug 19 2009 12:00AM
Entrant Company: OMD , New York, USA
Chief Executive Officer US: Alan Cohen (OMD)
Director Ignition Factory US: Jonathan Haber (OMD)
Director Ignition Factory East Coast: Paul Leys (OMD)
Account Director: Wanda Kato (OMD)
Group Director: Julie Levin (OMD)
Media placement: Video-In-Print - Magazine - Entertainment Weekly - 18/09/2009

Results and Effectiveness
The execution generated exceptional awareness for CBS and Pepsi Max. Buzz tracking indicated both 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 the Pepsi message - 52% were more likely to watch the shows after seeing the ad - 24% were more likely to try Pepsi Max after seeing the ad The execution received press coverage in 200+ media outlets worldwide, including CNN, BBC, NY Times and The Wall Street Journal.

Creative Execution
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 co-branded CBS/Pepsi Max star-studded premiere party, an array of on-air promotional spots and a cobranded microsite on cbs.com.

Insights, Strategy & the Idea
CBS and PepsiCo sought to reach entertainment enthusiasts and influential consumers with a marketing campaign worth talking about. The objective was to influence the national dialogue around CBS' fall shows and Pepsi Max. As network TV ratings have recently slipped due to fragmentation of choice and new technologies, the challenge to generate conversations about TV has become more difficult every year. Simultaneously, PepsiCo needed awareness growth for Pepsi Max; a diet cola drink with a similarly savvy audience. With an opportunity to pair two clients trying to reach the same target, we needed a compelling campaign that would be buzz-worthy. With the current downturn in the print industry, we identified print as ripe for innovation and reinvention while still offering a targeted reach to influential TV enthusiasts. The goal was to do something in print that would ensure the integrated messaging would come to life in a way never before seen.