It will claim the accolade of a ‘world first’… but a credit card-sized video player which plays a commercial for Peroni is expected to appear in only a tiny fraction of copies of Fairfax Media flagship metros ‘The Age’ and the ‘Sydney Morning Herald’.

The paper-thin technological wonder is slated for publication in the glossy the [melbourne] magazine and the [sydney] magazine supplements, which go into metro-area copies of the two dailies over the next few days. But only about 2500 copies of each are expected to have the player.

Peroni is reported to be spending $250,000 on a campaign which includes an insert containing the video screen, capable of replaying a classic Peroni advetisement and its contemporary counterpart.

A team of Peroni models will complement the print campaign by distributing the special edition magazines at selected Melbourne and Sydney locations.

Fairfax is also working with TV maker LG to create a link allowing owners of internet-enabled LG sets to connect to video content on Fairfax websites in Sydney, Melbourne, Brisbane and Perth.

• PANPA’s video reportage of the promotion on YouTube.