The Chrysler Group has launched a second interactive TV advertising campaign on US-based DirecTV’s satellite TV service, under the auspices of DirecTV’s Advertising Development Partner Program (note: the latter was launched 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 campaign consists of four ITV-enabled ads–which DirecTV terms "Dynamic Ad Units" (DAUs)–promoting Chrysler’s new Dodge Caliber compact automobile (note: Chrysler’s earlier campaign promoted its Jeep Commander SUV): the first ad ran from the beginning of the month through May 7th, while the other three will begin running on May 22nd, June 12th and July 3rd respectively.
The i-ads, which DirecTV developed in partnership with BBDO Detroit and Organic, Inc., can be accessed by DirecTV 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. "This ad campaign provides consumers with the opportunity to interact on a deeper level with our products than possible with typical television viewing," Mark T. Spencer, senior manager for Dodge Communications, said in a prepared statement. "Viewers may experience the new Dodge Caliber and learn more about product features and options without having to leave their living rooms."
Viewers can access channel 115 via their on-screen guide or by selecting a banner on DirecTV Active. Once they have tuned 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 application appears over the video.
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