Pepsi and CBS hookup for putting Video ads into Magazines

The Sept. 18 issue of Entertainment Weekly (LA and NY only) will preview the upcoming fall season on CBS. Ho-hum right? Well, not quite. In these two cities, there will be special editions that will have “paper-thin interactive video players” built into the article. It will have multiple videos that the reader can choose from. Pretty cool. <full AdAge article here>

The question is, do they get a good bang for their buck? This cannot be a cheap venture so what do the partnering parties get out of the deal? Besides the notoriety of trying something new and capturing buzz. Both brands benefit from having similar markets (25-39 male) but other than that how will they determine whether this is a successful campaign?