• by David Goetzl  @dgoetzl, February 14, 2008

Based on study after study, the sky's the limit for how much marketers will invest in branded entertainment. It is, of course, already a mainstay on reality series and increasingly finding a role in dramas and comedies.

 

Now add the mass of celebrity newsmagazines to the list.

In the recent run-up to the Super Bowl, "Access Hollywood" hosted part of its coverage from the game's Phoenix locale. Makes sense--sports and celebrity are increasingly melding--and there were plenty of boldface names from both worlds attending the pre-game festivities, making for prime "Access" material.

But the show didn't just cover the glitz. It signed a sponsorship deal with one of the glitz purveyors.

Audi, of course, made a notable marketing commitment to the Super Bowl. Its first in-game spot since 1991 generated significant buzz with its "Godfather" take-off--used to promote the new $109,000 R8 roadster.

But the high-profile spot--which ran in the game's pricey first pod--wasn't the only part of its push. The automaker also delved into experiential marketing with what it referred to as "a brand showcase," turning a nine-acre estate into the "Audi Forum Phoenix." The venue was described as offering "athletes, celebrities and VIPs access to exclusive events and a level of intimacy and privacy unavailable to them elsewhere in the chaotic social landscape of the Super Bowl."

It was also the maypole for segments on the Jan. 31 "Access," providing ample visibility for Audi (one of the top product placements of the week, according to measurement firm iTVX). In one piece, the correspondent welcomes viewers to Phoenix and what she calls the "spectacular" Forum, as the camera moves inside by traveling between two Audi logos--and then offers a close-up of another.

But what could be called the "Audi Access" doesn't stop there. As the correspondent introduces a piece with celeb Nick Lachey, a voiceover says, "'Access' heads to the Super Bowl ... Presented by Audi ... Truth in Engineering."

Then, a ribbon appears across the screen's lower third, reinforcing an "Access at the Super Bowl" sponsorship. It remained on screen for 15 seconds as Lachey offered up a prediction for the game (he was wrong), and the show noted he was hosting a charity event with Arizona Cardinals' quarterback Matt Leinart.

If that wasn't enough, later the correspondent Maria Menounos tried her hand on a par-three golf course--the setting for an Audi-sponsored charity tournament--and struggled at first before eventually giving the ball a good knock. A new Audi wasn't too far away from her ... or the camera.

Did it all add up to a marketing ace for Audi? That's unclear, but with celebrity newsmagzines now offering a canvas for branded entertainment, it raises the inauspicious question of whether newsmagazines will be next.