Formula One interactive for ITV
Release date: June 14, 2007
Pushbutton has revved up ITV’s Formula One coverage this season with a ‘go faster’ interactive service available to viewers watching on Sky by pressing the red button on their remote controllers.
The service enables viewers to select exclusive video, read profiles of the drivers, and keep abreast of latest news from the teams and the tracks.
The video section of the application is sponsored by Honda, featuring exclusive video of Honda driver, Jenson Button. This part of the interactive is strongly branded with Honda’s distinctive ‘Type R’ red badge, promoting a range of cars that shares the technology and heritage of its racing team.
Paula Byrne, managing director of Pushbutton said ”We are very excited at the prospect of building interactive TV content in the automotive sector. Our role as core developer in the F1 project, was a good place to start. But we can go much further, and we have some very strong ideas to help auto manufacturers sell more cars via interactive advertising on television”.
”Having upped the quality of interactive advertising in the drinks sector – with a highly acclaimed ad for Guinness, automotive is the next big challenge for Pushbutton,” added Byrne.