If you are looking for the water cooler effect, why not advertise on the water coolers themselves? Mediaweek:
"CBS will run ads for its Monday night comedy block on AquaCell water coolers in Rite Aid and Duane Reade drug stores. AQuaCell Media installs its Water Coolers into locations free of charge under a multi-year agreement, and retains ownership of the "billboard" water cooler. Revenue is generated through the sale of ad space on the water bottle band and cup holder of the five-gallon water bottle."
