M Digital organises interactive Pepsi ad deal with Sky Digital

Sky Digital viewers will be able to play the first game accessed via a TV commercial, in a deal brokered by MindShare's digital arm, M Digital.

The Pepsi ad is an extension of the current Pepsi World Cup campaign, and aims to deliver on the brand promise: "Ask for more."

From 1 June, the TV commercial turns interactive on all Sky channels on the Sky Digital platform.

Upon seeing the ad, viewers will be invited to play the Sumo "Twang" game, by pressing the red button on their TV remote controls.

Within the game, each competitor has a team of Sumo wrestlers. The objective is to catapult the fighters into position around a field.

Jed Glanvill, the futures director at MindShare, said: "This initiative is the first of its kind and enhances Pepsi's association with the World Cup. In the competitive arena that is football, the interactive application will help give Pepsi an edge on the competition."

The interactive creative was developed by Graphico and the Pepsi interactive site was built by Sky Interactive.

Robert Leach, Sky's head of interactive advertising, said: "Viewers will be encouraged to engage with the brand and, as the game is only accessible from interactive ads, could make people make an appointment to view an ad."