Magazine article Marketing

P&G Tests Interactive TV Ad on C&W

Magazine article Marketing

P&G Tests Interactive TV Ad on C&W

Article excerpt

Procter & Gamble is rolling out a new interactive TV commercial for its Pantene brand. The ad, which will air on Cable & Wireless' digital cable platform, aims to discover how consumers use the medium.

The ad is the first stage of a year-long project between P&G and the cable company, which will investigate methods of marketing on interactive TV. It is available to C&W's 70,000 customers in the Manchester area and will run until the end of March.

The activity is based around personal hair care advice. Viewers are directed to the site via banner ads on the C&W on-screen menu system. Once they have clicked on the ad using their remote control, consumers are prompted to answer questions about their lifestyle and hair to get a 'diagnosis', with tips on how to wash, style and treat their hair.

Consumers can enter their details to request a free sample and alert friends to the service by sending them an electronic postcard. …

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