Harry Potter-esque Video Ads to Wow Magazine Readers

So I guess print is not dead. In fact, it is quite alive, according to the Financial Times. Readers of Entertainment Weekly will soon be privy to moving video-style ads within the pages of the magazine. Hogwarts grads and fans of dragon-related foods may find this exciting as similar concepts have been featured in "Harry Potter" books/films.

When some readers of Entertainment Weekly open their magazines next month, they will discover characters from US television programmes speaking to them from a wafer-thin video screen built into the page.

The marketing experiment – which is being conducted by CBS, the US broadcaster, and Pepsi, the soft drinks maker – recalls the fantasy newspapers of the Harry Potter films and works much like a singing greetings card, with the video starting once a reader turns the appropriate page.

The cost of the full-motion video ad was not disclosed, but it will be far more expensive than traditional print ads, according to executives familiar with the technology, developed by a US company called Americhip.

The willingness to spend on such a promotion highlights the radical means marketers are employing to reach consumers at a time when a growing number of people are using new technologies such as digital video recorders to avoid ads.

“It’s part of the future – a way to engage consumers in new and surprising ways,” said George Schweitzer, president of CBS marketing group. “How do you sample a drink? You give them a taste.”

In the Harry Potter films, the “Daily Prophet” newspaper has pictures that move. The ad in Entertainment Weekly will feature characters from several Monday night offerings on CBS, as well as a video promoting a Pepsi diet cola for men.

The video, which will play on a screen about the size of those found on mobile telephones, will appear in copies of the Time Warner magazine sent to subscribers in the New York and Los Angeles areas.

Leave a Reply

Your email address will not be published. Required fields are marked *