Frosties Tests Interactive TV Ad

Kelloggs is set to participate in Europe’s largest television test of interactive advertising, where consumers’ response to advertising and programming will be investigated. Videotron, the cable company is running the 8-week test on its dedicated Interactive TV Channel.

The commercials in the Videotron test will be integrated within an existing environment of interactive programming. The Frosties brand was chosen for the test because of the strength of its relationship with children and teenagers. The film is based on a surfing lesson, with Tony the Tiger teaching a kid to “be grrreat” on a surfboard. At key points throughout the ad, viewers can influence the next sequence of action by choosing options from a menu; which type of wave to surf, which way to turn the board etc.

Nigel Sheldon, Head of Interactive Media at JWT, who devised the ad, said, “The specific attraction of the test is that it offers a unique opportunity to understand viewers’ use of and reactions to interactivity when it is available as part of the “normal” viewing experience. We need to have a thorough understanding of the ways new media can contribute to the marketing mix.”

The Videotron trial, which will be available to over 100,000 subscribers in London, will start on May 6 for a period of 8 weeks. Interactive programming on the service has been commissioned from broadcasters including Channel 4 (including The Crystal Maze), Carlton, Nickelodeon and STV.