Chrysler Group Launches another Interactive TV Ad Campaign on DirecTV
The Chrysler Group has launched a second
interactive TV advertising campaign on DirecTV satellite
TV service, under the patronage of DirecTV's
Advertising Development Partner Program. This program
got underway last September to "provide clients
with a robust interactive advertising and research
vehicle that spans across multiple DirecTV product
platforms, such as interactive basic set-top receivers
and digital video recorders".
The new operation has four ITV-enabled ads which
DirecTV calls "Dynamic Ad Units"
(DAUs) endorsing Chrysler's new Dodge Caliber compact
automobile. The first ad ran from the beginning of
the month through May 7th, and the other three will
begin running on May 22nd, June 12th and July 3rd
correspondingly.
The i-ads which DirecTV developed in partnership
with BBDO Detroit and Organic, Inc. can be accessed
by Direct TV
satellite customers with interactive TV-capable
receivers by tuning to channel 115. Among other things,
they allow viewers to receive a list of the five nearest
Dodge dealers by entering their ZIP code; to check
out different Dodge Caliber models, along with photo
galleries of the car's exterior and interior features;
and to order a Dodge CD, containing music, a PC game,
wallpaper, and entry to a
contest to win a Dodge Caliber; a one-touch interface
allows viewers to receive the CD without entering
their contact info.
Viewers can view channel 115 through their on-screen
guide or by picking a banner on DirecTV Active. Once
they are tuned in to the channel, which runs a linear
commercial for the Dodge Caliber, an attract icon
appears over the
video asking them to press the red button on their
remote to "See more." Then, when they press
the red button, the campaign's interactive function
comes into view.
Mark T. Spencer, senior manager for Dodge Communications,
said "This ad campaign provides consumers
with the opportunity to interact on a deeper level
with our products than possible with typical television
viewing." He also added, "Viewers may
experience the new Dodge Caliber and learn more about
product features and options without having to leave
their living
rooms."
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