BSkyB to trial interactive TV ads

British Sky Broadcasting is showcasing the UK’s first national interactive television commercial this week.

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

April.



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

success.



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.’



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