Cobra Beer interactive for ITV2
Release date: February 20, 2005
Following Cobra’s broadcast and online sponsorship of all movies on ITV2 and ITV3, red button interactivity will further enhance the association with a service running and promoted during ITV2 Movies.
Viewers can use an innovative ‘red button’ application from Pushbuttton Ltd, the company responsible for the interactive applications in hit ITV shows The X Factor and I’m A Celebrity… Get Me Out of Here!
The application enables them to access exclusive and bespoke content on Cobra initiatives and products as well as enter a themed competition via their remote control to win cinema tickets and Cobra merchandise.
Cobra’s sponsorship marks the biggest single deal negotiated for ITV2 and the first broadcast sponsor for ITV3 movies as well as the brand’s first foray into television channel sponsorship and a significant investment in the medium and the brand.
Karan Bilimoria CBE, DL, Founder and Chief Executive of Cobra Beer said, “I am overjoyed with our involvement with ITV2 and ITV3 movies and ITV2 interactive. It’s very exciting to be utilising sponsorship in all its most cutting edge forms, and it shows both ITV and Cobra to be at the forefront of modern, interactive marketing. Through this opportunity we are able to engage with viewers and promote CobraVision in a striking, innovative way.”
Peter Manten, Commercial Manager at ITV Sales who negotiated the interactive deal, said: “This is a great example of how interactivity can add value and deliver real association to the client. Cobra’s Enhanced Programme Sponsorship of the ITV2 Movie genre will provide viewers with an even more rewarding and powerful experience.”
Creative was handled by Pushbutton Ltd, the company responsible for ‘red buttton’ applications in hit ITV shows The X Factor, and I’m A Celebrity… Get Me Out of Here! Managing Director, Paula Byrne, said “This is a ‘red button’ first. The prominent use of the iconic Cobra bottle throughout the advertisement is a unique and innovative way of placing the product at the heart of the application.”
In an ever-fragmenting market place, ensuring brand kudos and cut through is increasingly more difficult to achieve. Enhanced Programme Sponsorship provides this by delivering a deeper brand experience and dialogue in an instant, while imparting key information and a brand message that can have the propensity to enhance brand perceptions in an enjoyable way.
ITV Sales is dedicated to adding value ‘Beyond the spot’ by delivering unique advertising solutions for its customers. Opportunities include broadcast sponsorship, branded content, online advertising, text services, interactive advertising, “advertainment” and off-air marketing such as merchandising and licensing.
Release date: February 20, 2005