Pushes iTV Ads in Cadbury Campaign
July 8, 2008
MTV Networks is
showcasing an interactive advertising template in a deal
to promote Cadbury candy in a teen reality series
debuting this week on the Dish Network.
MTVN’s N channel will screen interactive segments during
“Queen Bees,” a series focusing on seven narcissistic
teens who’ve been nominated by their families for the
show. Three sets of questions will appear in the lower
third of the screen, with opportunities for audience
members to respond with their remote controls during
Questions about the seven self-obsessed teens like “Is
she sweet or sour?” will be posed, with the Sour Patch
Kids logo accompanying each query.
Poll results will appear immediately after the show’s ad
spots run, with one question about Cadbury’s Sour Patch
Kids candy included during each of the half-hour
primetime show’s eight episodes. “Queen Bees” premieres
on July 11.
“This is our first ad-supported iTV deal, but there will
be more to come,” said MTVN spokesman Mark Jafar. “We’re
looking for more opportunities to interact with
advertisers as much as possible.”
Dish Network has 10 million interactive subscribers.
Other MTVN shows with similar interactive elements are
likely to appear this year, according to Jafar, who said
MTV is eager to work with cable operators, as well as
satellite providers. Dish Network has been particularly
aggressive in pushing its interactive capabilities.
MTVN’s initial foray in iTV polling with N’s “Degrassi:
The Next Generation” in September 2006 drew a 30% to 40%
viewer participation rate. Spike TV’s 5th annual “Video
Game Awards” garnered a 25% to 30% participation rate
last December, with viewers spending an average of 30
minutes using the iTV function.
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