DirecTV struck a unique deal with Time Warner's Sports Illustrated to market its satellite TV product through a mobile video application built for SI's popular swimsuit edition.

The app for Apple's iPhone and Google Android devices will allow SI readers who hold their phones over 19 photos of swimsuit models in the magazine to access videos of the models that are embedded in the app. Each video will feature a pre-roll ad for DirecTV service starring model Kate Upton, and DirecTV also agreed to buy half-page ads in the swimsuit edition as part of the marketing deal.

While it's not clear how effective the ad campaign will be in terms of generating new subscribers for DirecTV, the move is generating publicity for the top satellite TV provider, including a story on the cover of USA Today's Money section on Wednesday. The app, which relies on digital watermarking technology from Digimarc, will debut on Feb. 14, the same day the annual swimsuit edition hits newsstands.