Magazine article Marketing

Virgin Mobile to Launch Interactive Work on ITV

Magazine article Marketing

Virgin Mobile to Launch Interactive Work on ITV

Article excerpt

Virgin Mobile is to become the first prime-time interactive advertiser on ITV. Its ad will break in an interactive version of the BRIT Awards.

The mobile phone brand has signed a deal which covers two interactive programmes: Count Down to the BRITs on Monday, February 26, and the awards programme itself on Tuesday, February 27.

Consumers with access to ONdigital will be able to use their TV remotes to access further information about the BRITS, while watching the shows in a quarter-screen format.

Virgin Mobile will be the sole advertiser on the interactive site. A strip ad offering viewers [pound]20 off a Virgin mobile phone will invite viewers to use their TV remote to access information on the promotion, its services and its range of phones. Viewers who want to respond to the advertising are given a series of phone numbers to call.

Carlton Active, Carlton's interactive TV sales and production facility, arranged the deal.

The aim of the campaign is to raise brand awareness and test interactive TV responses. …

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