Press red for Fantastic Four

Sky Interactive has created a red-button promotion for the release of the movie and video game release, Fantastic Four, on behalf of 20th Century Fox and Activision.

BSkyB’s interactive TV platform will be hosting a dedicated advertiser location or DAL to be publicised by two separate spot advertising campaigns.

Digital satellite viewers can access the DAL either during Fox’s advert for the film or Activision’s game advert by pressing the red button on their remote control.

The interactive ad will be screened on Sky, Channel 4 and IDS channels, while links and film footage on the front page of Sky’s interactive portal, Sky Active, will generate additional viewing traffic.

Fox and Activision will promote the Sky Active site in their press advertising for Fantastic Four.

The DAL will feature competitions to win tickets to the UK movie premiere or a PlayStation 2 console and game. Viewers can also meet the characters from Fantastic Four, see an exclusive film feature and preview gameplay.

Sky Interactive designed and built the DAL in-house and the advertising campaign was planned and bought by Starcom Mediavest.

Jamie Fitzgerald, interactive advertising manager at Sky Media, said: "This campaign emphasises the range of media opportunities offered by television and demonstrates how advertisers can use exclusive interactive content to get closer to consumers.

“Partnering with Fox and Activision has enabled us to create a DAL that works harder to establish the Fantastic Four franchise through effective promotions for its movie and game platforms."

A spokesman for Starcom Mediavest said: "Interactive TV has offered us a great solution to meet the joint objectives for two of our clients, 20th Century Fox & Activision.

“Both advertisers have not only been able to benefit from savings made through partnership, their campaigns are also enhanced by the additional content they can provide viewers.”

By Karen Goodchild