emuse, Carat Create Interactive TV Ad Campaign for "Prince Caspian"

Dublin, Ireland-based interactive TV advertising and authoring
solutions provider, emuse, has teamed with Carat to create a
video-enabled ITV advertising campaign, dubbed "Join the Quest," for
Disney's new "Chronicles of Narnia" movie, "Prince Caspian."
According to emuse, the new campaign--a bespoke version of which
was also created for the Sky satellite platform--is the first interactive
advertising campaign to launch on BT Vision, the Microsoft
Mediaroom-powered IPTV service of UK incumbent telco, BT (note:
the service offers a range of on-demand content via a hybrid set-top
box that also receives channels from the UK's free-to-air digital
terrestrial service, Freeview). The BT version of the campaign provides
viewers with an extended trailer for the movie, which they can access
on-demand (note: emuse bills this as giving Disney a "true and
measurable one-on-one connection with viewers for the first time"),
and a competition that gives them the chance to win an expenses-paid
family vacation to New Zealand, where parts of the movie were shot.
"Our deals with BT Vision have seen us facilitate advertising and
sponsorship on the platform and build a pipeline of applications
including enhancements to the OnVision service, a new BT Vision
sports service, a lifestyle magazine service and a gaming portal," emuse
CEO, Patrick Rainsford, said in a prepared statement. "Now emuse has
opened up a platform which offers more sophisticated opportunities for
advertisers and we are looking forward to creating many more." Added
Carat's David Jansen: "The emergence of BT Vision as a channel
capable of carrying interactive commercials is a welcome addition to
the TV marketplace. Carat recognized the potential of this platform as a
perfect vehicle for delivering the interactive advertising message, and
has worked closely with emuse and BT Vision in order to make this
happen. With successful interactive campaigns resting upon the
delivery of a smooth and engaging customer journey, the faster
accessibility offered by BT Vision (than currently available via the
standard TV 'press red' function), will surely render this as a service
that many advertisers will to look to take advantage of in the near
future." And added Antony Carbonari, director of interactive and
commercial media at BT Vision: "True interactivity, powered by the
fast always-on broadband connection combined with the Microsoft
Mediaroom TV browser, will offer so many compelling possibilities for
advertisers and content providers. We are pleased to be working with
Disney, Carat and emuse to launch this pioneering interactive
marketing channel on BT Vision and look forward to pushing the
boundaries of IPTV marketing and advertising on the BT Vision
platform over the coming months."