sUnited International Picture is the third advertiser to sign up to run interactive ads on Foxtel Digital with the launch of an interactive competition as part of its promotion for new blockbuster War of the Worlds.
UIP is the first movie house to use the interactive ads (iAds) technology which was launched by Multi Channel Network (MCN) in April this year. Toyota and the Commonwealth Bank were the first marketers to take advantage of it and launch fully interactive ads. The promotion is the first time a digital interactive competition has been run on Australian TV.
The War of the Worlds promotion comprises a trailer of the Steven Spielberg film that tells the viewers how to enter into a draw to win one of two wide screen Hitachi plasma TVs. The viewers use their remote control to respond and enter their name to go in to the draw.
The interactive component offers major advantages for marketers, particularly in the film category, according to United International Pictures national promotions manager, Kasha Tabaka.
“The interactive promotional component elevates the campaign to provide cut-through beyond the nor, providing a great opportunity to increase ad retention by genuinely engaging and interacting with the viewer,” she said.
“We chose interactive television as part of our launch campaign because we feel it offers a positive, visually entertaining viewing experience that aligns very well with the film genre.”
