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Interactive TV Marketing
In this section over the coming months we will be exploring how digital TV platforms and service providers market their interactive services to the consumer and raise the awareness of their iTV services.

If you have any interesting examples of clever iTV or Broadband marketing from around the world, please contact us.

 

Sky+ Zoe & Mum Advertisement 2004
‘Think you know Sky? Think Again’ – is the tag to this conventional TV ad campaign running across ITV for Sky+, Sky’s PVR. Its a more lifestyle associated campaign for 2004 and whats interesting is that it puts the convenience of Sky’s PVR into a family context, showing how it allows a family to manager their use of TV and at the same time, steers clear of promoting technology and gimmicks which can sometimes alienate potential Sky subscribers.

Click here to play

 

BBC Olympic Promo 2004
This year sees the first truly interactive Olympics with viewers able to access and have the choice between a number of simultaneous video feeds coming out of Greek Olympic sites.

This promo encourages viewers to press the red button, or explore the BBC’s online services.

Click here to play

 

Sky+ Campaign. ‘A girl goes for a drink with a man…
One of a series of humorous promos that are currently running on Sky to promote the Sky Plus PVR.

Sky are keen to grow their base of Sky Plus subscribers and these campaigns clearly demonstrate the benefit of the new box in recording one channel whist watching another or recording your favourite shows whilst you are away from home.

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Interactive Games Promo on Channel4/E4
The current Big Brother series has been a catalyst for a great deal of application development on Channel 4 & E4.

With a variety of iTV games across digital satellite, digital cable and now also on Freeview through the Free2Play portal, Channel 4 are starting to use promos to drive viewers to their iTV games by pressing their RED BUTTON.

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Sky+ Campaign
Sky has achieved considerable success in upselling new services to its subscribers.

From 30th September 2002, there were 75,000 subscribers taking the “Extra Digibox” option – up 41% (Sky install a second decoder and dual LNB, on condition both decoders are connected to the same telephone line) whilst there were 38,000 subscribers to the Sky+ Personal Video Recorder, up 37% in the quarter.

Sky expect further growth in the takeup of these products due to the current on air and interactive campaigns (see video above) which are currently promoting Sky Plus across the network.

Click here to play

 

BBC’s Wimbledon 2002 Interactive Promo
This promo which is stripped across the BBC channels shows the additional interactive services available during Wimbledon 2002 to all digital homes, not just the ones receiving Sky Digital.

Well, when I say all, all except NTL who seem to be dragging their heals when it comes to any kind of interactivity linked to a TV programme, regardless of whether it is full enhanced TV or not!

Click here to play

 

Lil’ Red Campaigns (Customer Channel & Tetris)
Several months down the line, Sky’s Lil’ Red Button Man is still being stripped across Sky’s channels during the advertising breaks in a bid to get viewers to use the interactive services on the Sky platform.

It would be interesting to see what, if any increase in uptake of these services has been since the campaign launched and if any peaks can be seen in modem connections following the promos airing.

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Click here to play video 2

Read more…

 

Sky’s Lil Red Button Man Promo
‘Lil’ Red Button Man’ has been jointly developed in house by Sky’s creative agency and the world-famous animation creators Uli Meyer studios – who have Roger Rabbit and Space Jam to their credit. Lil’ Red is an amalgamation of great British rock icons from the last thirty years.

In the first of a series of on-air executions Lil’ Red struts around to music composed by Goldbug, who had chart topping hits in the early nineties. Wearing a ‘Touch Me’ t-shirt, Lil’ Red incites Sky digital viewers to press the red button on their remote control, when watching a Sky channel – demonstrating that interactive TV is a fun and easy to use addition to the viewing experience.

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Sky Active Games Promo
Sky Active are fortunate to have the ability to effectively promote their interactive services across all of Sky’s channels through advertising and promos – this lighthearted spot lets people know that there are free games available by pressing the red or interactive button.

Many analysts see games as key to all digital platforms in familiarising the audience with interacting with their televisions and remote controls. Clearly free games also entice the audience to also opt for pay-per-play games – which in the UK is predominately billed via premium rate telephony drop calls.

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2002 Six Nations Rugby Promo
“More Power to your Finger!”

This promo introduces and explain’s the benefits of BBC’s Six Nations Interactive service that is available on Sky Digital, and accessible via the Red button.

Go to the Sports Video Vault to see video of the live service.

Click here to play

 

MTV Hits On Air Promo
MTV’s recently launched interactive service to accompany the MTV Hits channel invites viewers to press red.

Interestingly there are no images of the actual iTV service in this promo.

It will be interesting to see if MTV follow this promo up with a more explicit statement of what you can actually do with their new interactive services.

See the Enhanced TV Video Vault Page for video of the actual application.

Click here to play

 

ITV Digital Campaign for Who Wants to be a Millionaire Interactive
ITV Digital get a great deal of value out of their character “Monkey” – a stuffed puppet used across much of their advertising for the platform.

Here we have an example of the on air campaign for the interactive version of Who Wants to be a Millionaire featuring Al and Monkey.

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Sky relaunches Open…. as Sky Active
From October 1st – Sky ditched the Open…. brand and relaunched and reconfigured its interactive services as Sky Active.

The Open…. brand (four dots!) has always sat uneasily against Sky – and the new look is the final nail in the coffin for a brand which was all to often confused with Sky’s middleware provider OpenTV.

The new service is now more effectively integrated with Sky’s other interactive services, particularly enhancements to programming.

It remains to be seen whether this rebranding will encourage more UK homes to interact, shop and bank via their TV sets.

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Open… Email
Already a number of competing email systems operate on the Sky plaform – however first to launch was Open…. with Open Mail. This short promo actually shows the primary reason why the TV isn’t the best place to check your email!

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Driving viewers to Sky News Active Voting
When you have over 6 million UK digital TV homes do you sit back and wait for them the find your interactive services? Obviously Not!

Sky News continually drive their UK audience to interact, despite the fact that there is a sizeable international community who can’t access the services and feel disenfranchised by this promotion.

However, by promoting the interactive services, Sky adds value to its news programming by personalising news and ensuring viewer retention. At the same time the service also allows them to generate revenue from the telephone calls the STB needs to make to register the vote.

Click here to play

Read more…

 

Sky Movies Active Promo
Sky explain the benefits of their recently launched interactive movies application Broadcast hidden away on channel 700 the service provides highlights across all of Sky’s Movie Channels as well as their Box Office PPV Services.

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Sky News Active Promo
These promos have been clearly designed to show that Sky News Active is an everyday tool for everyday individuals and families to get the news they want, when they want.

A number of different versions exist with diverse types of people.

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Click here to play video 2

 

ITV Election Special from ITN
The ITV Election 2001 interactive service was the first time ITV had commissioned across so many interactive TV platforms (DTT, digital cable – plus the web) and was the first time such an detailed promotion was done on air. It resulted in phenomenal usage rates across all the platforms, at the time of broadcast and every hour when a shorter version was repeated.

Thank you to Mark Gawlinski at ITN for this Video.

Click here to play

 

Sky Digital Consumer Education
Whilst Sky have made strenuous efforts to make the whole Sky environment as easy to use and as intuitve as possible, it still takes some getting used to.

See how Sky introduce their new subscribers to the functionality of the Sky Digibox.

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