• by David Goetzl , February 7, 2007

In an unusual deal that essentially merges a media outlet with TV's branded integration trend, in-mall promo outlet Adspace Networks will play a role on a coming episode of NBC's "The Apprentice."

Brands integrated into the Donald Trump-fronted show are used as part of challenges posed to contestants, such as selling the most of an item or developing the most successful tactic to plug it.

On the Feb. 18 episode, a media platform will become the "brand" as teams battle to conceive an effective ad campaign using Adspace Mall Network's "Smart Screens" in two Los Angeles malls.

"Smart Screens" are 9-foot-tall plasma screens scattered throughout 45 malls nationwide. The screens offer a forum for local and national ads, as well as hyper-local messages about in-mall events and sales.

Long-term, if advertisers are increasingly moving away from broadcast TV to more targeted platforms, Adspace could serve as a competitor to NBC.