Magazine article Marketing

Chicken Tonight to Trial Interactive Ads on Sky

Magazine article Marketing

Chicken Tonight to Trial Interactive Ads on Sky

Article excerpt

Unilever subsidiary Van den Bergh Foods has teamed up with SkyDigital and Open, the interactive platform, to pilot the UK's first national interactive TVad. It will air on SkyDigital at the end of March.

The pilot project will link a TV ad for Chicken Tonight's Stir It Up brand, to be broadcast on movie channel Sky Premier 2, with Unilever's interactive recipe site, Creative Kitchen, which is available on Open.

Viewers of Sky Premier 2 will be able to use their remote control to click on an icon within the ad to be taken to the Creative Kitchen site, where they can access video and audio clips featuring recipes using Unilever food products.

The site invites viewers to press a button on their remote control to go online and order a voucher for the Stir It Up brand, which can be redeemed in stores.

The project is a collaboration between J WalterThompson, which was responsible for the ad's TV creative; Ogilvy, which handled creative for the Creative Kitchen site; and Initiative Media, which planned and bought the campaign. …

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