The Ford Motor Company has tapped interactive TV advertising company, Turner Media Group (note: the latter, which is generally known by the acronym, TMG, and which is not affiliated with Turner Broadcasting System, has also created ITV ad campaigns for Mercedes, Chrysler, Land Rover, HP and the US Navy), to develop an interactive TV ad campaign for its 2007 Mustang model on EchoStar’s OpenTV- powered DISH Network satellite TV platform (note: last year, TMG developed an ITV ad campaign for the Ford Explorer, which also ran on the DISH Network). The campaign, which will run through mid-July, consists of 30-second spots that are airing on a number of cable networks and that link viewers to an i-ad, via an on-screen pop-up message. The i-ad–which TMG co-developed with EchoStar and which can also be accessed via banners on the DISH Network’s interactive TV portal, DishHOME, and through DISH Network shopping portals–offers over 15 different screens, which showcase styles (e.g. the coupe, the convertible and the "Pony Package"), colors and accessories for the 2007 Mustang. It also offers a "first look" at Ford’s 2007 sedans, the Fusion, the Five Hundred, the Freestyle, and the Focus. In addition, it allows viewers to request a free ringtone of the signature sound of the Mustang’s V8 engine or a Mustang wallpaper; to request a brochure for any Ford car; and to locate a local Ford dealer by entering their zipcode. "Ford is an example of advertisers seeking technologies beyond the traditional TV commercial to bring millions of consumers a robust experience at home," Chris Kager, president of TMG’s Turner Advertising Group, said in a statement. "TMG can offer advertisers like Ford on-screen triggers, i-ads, RFI’s and set-top box audience analysis. Together, DISH Network and TMG are setting the pace for the industry by delivering interactive advertising to three times more homes than any other US provider."
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