Cadbury Trebor Bassett has struck an advertising promotion deal with Two Way TV, the digital interactive entertainment channel, that will see its Time Out snack featured over the Easter weekend.
Viewers on the NTL and Telewest networks will be offered special Two Way TV/Time Out games, including an Easter egg hunt. Prizes include a year’s supply of Time Out bars.
Two Way TV marketing manager Matt Baxter claims this is the first time that a major confectionery brand has tested the marketing potential of interactive TV. He says: “We expect to see this develop into a successful relationship, as eating chocolate and sweets goes hand-in-hand with entertaining television.”
A spokesperson for Cadbury comments: “The name ‘Time Out’ reflects the fact that the chocolate bar is meant for when people are taking ‘time out’ from everyday activity. Therefore, running an advertising promotion on the Two Way TV games channel is the ideal tie-in for our first interactive TV venture.”
Euro RSCG Wnek Gosper Interactive is working with Cadbury and Two Way TV to create the campaign. Stewart Dean, the agency’s head of interactive TV, says: “We believe interactive TV is the best interactive platform. It’s an ideal way for our clients to communicate with consumers.”