British Sky Broadcasting is showcasing the UK’s first national
interactive television commercial this week.
The ad is for Chicken Tonight Stir It Up, the brand owned by Unilever
subsidiary Van den Burgh foods.
During the ad, viewers are invited to access Unilever’s Creative Kitchen
website, which is housed on the interactive platform Open.
The ad will be broadcast on movie channel Sky Premier 2 and, if it
proves a success, will be rolled out on further digital channels in
Viewers use their remote controls to click on a red icon on the top
left-hand corner of the screen to go through to Open. Once there, they
can watch videos featuring recipes using Unilever food products.
Alternatively, they can press a blue icon to apply for purchasing
vouchers for Chicken Tonight.
Both Scottish Power and Ford are scheduled to run similar interactive
advertisements on Open if the Unilever trial proves a commercial
Procter & Gamble is also launching an interactive ad on the Cable &
Wireless digital platform. Unlike Unilever’s Chicken Tonight ad, it will
not include video streaming and is limited to a regional audience.
Initiative Media handled planning and buying for the Unilever brand.
An agency spokesman said: ’Chicken Tonight will offer people a whole
environment by giving them recipes. Television is the most powerful
medium to drive people to websites and initiatives like this will lure
dotcoms into the TV market.’