As the race to corner the interactive market steps up, BSkyB has announced it is to broadcast Britain’s first national interactive advertisement. It has teamed up with Ogilvy & Mather to trial the UK’s first fully interactive ad for Unilever’s Chicken Tonight.
The pilot advert, to be launched in April on Sky Premier 2, will allow viewers to access further information about the product using their remote controls. An icon on the TV screen will allow them to hear about recipes using the product and apply for a voucher to buy it.
It will be launched through the broadcaster’s interactive TV service Open, which was rolled out across the UK last year (see Interactive TV Launches In The UK). Available to SkyDigital subscribers, the service topped sales of over £1m in the run-up to Christmas (see Open’s Sales Top £1m A Week).
The news comes a week after Cable & Wireless Communications announced its own plans to develop interactive advertising with Proctor & Gamble (see CWC To Develop Interactive Ads). It plans to trial its ad in Manchester, where its digital TV service reaches 70,000 homes.
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