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MTV Partners With Cadbury and Dish Network to Launch Interactive TV Campaign

Posted on: Tuesday, 8 July 2008, 09:00 CDT

MTV Networks, a unit of Viacom, has announced that it is partnering with Cadbury to launch an advertiser-supported interactive television campaign.

In line with this, iTV voting and polling presented by Cadbury's Sour Patch Kids will be enabled during The N's all-new reality series, Queen Bees, which premieres on July 11, 2008. The campaign will be available exclusively in Dish Network homes throughout the US, the company said.

Hank Close, president of US advertisement sales at MTV Networks (MTVN), said: "This partnership signals that we're open for business in iTV advertising, and we're excited to step into the marketplace with great partners like Dish Network and Cadbury."

Sebastian Genesio, marketing director of Sour Patch, said: "By participating in this exciting and innovative opportunity, we're taking our Sour Patch brand advertising to the next level. The content on Queen Bees is a natural fit for Sour Patch and reinforces the brand's sour then sweet brand equity in a target-right medium."

The Queen Bees campaign will give audiences the opportunity to interact directly with television content during show time. Throughout the show, viewers will be prompted with three different sets of questions and results on the bottom third of their screens. Sour Patch Kids's branding will be incorporated throughout the iTV application. Additionally, The N will weave Sour Patch Kids's product attributes into one question each episode.

Source: Datamonitor

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