NTL has launched the first interactive games-driven advertising campaign on its digital cable service for Argos.
The 'Argos Christmas Challenge' allows users to play a game before entering the Argos interactive television site - Argos is also an NTL shopping channel partner.
The ad has been produced in-house by NTL and is one of a number of mini-games that NTL plans to offer advertisers in the future.
In the game, a variety of Christmas presents fall from the sky and the players have to catch the tumbling gifts in stockings by moving them from side to side. The game speeds up as it goes on and, according to their scores, players can then go through to a prize competition by entering their details into a registration site.
There is also a link at the bottom of the game that takes players directly to the Argos shopping portal.
Ian Johnson, the account manager for Argos at NTL, said that the game has been live for a few days. He added that adults as well as children are playing it.
'This is our first foray into integrating our advertising into games. Games are proving to be extremely popular through interactive television and I think it will herald a new trend for some of our advertisers,' he said.