The February 18 episode of "The Apprentice" will feature in-mall promotional outlet Adspace Networks as part of the challenge to the contestants.
It's unusual in that the platform of the media is becoming the brand in this case. the two teams will try to figure out the best way to create an effective marketing campaign using Adspace Mall Network's "Smart Screens" in two Los Angeles malls.
A "Smart Screen" is a 9-foot-high plasma screen that is distributed among 45 nationwide malls. They are used to offer either local or national ads, or even the ads you sometimes have seen in-house about mall events or sales.
What's interesting is that if this is "Smart Screens" are rolled out nationally and become ubiquitous, they could in reality become competitors to the networks themselves as a much more targeted platform.
This should be an interesting show to watch to see how the strategy is implemented and the results from it.
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