Amstel launches interactive advertising for digital TV

The interactive method that several digital television providers are currently experimenting with in the Netherlands is undergoing a cautious advance. With a new advertisement Amstel also flirts with the possibilities of the red button. Subscribers to digital television from Tele2 and UPC will have the chance to attend the classic of Spain, Real Madrid against Barcelona, ​​with a simple push on the red button. Th

The interactive method that several digital television providers are currently experimenting with in the Netherlands is undergoing a cautious advance. With a new advertisement Amstel also flirts with the possibilities of the red button.

Subscribers to digital television from Tele2 and UPC will have the chance to attend the classic of Spain, Real Madrid against Barcelona, ​​with a simple push on the red button.

The interactive elements in the commercials are only visible to users of digital TV. During a commercial block, direct interaction is possible. In the case of Amstel, the viewer lands on the special page that goes with Amstellovitch advertising.

Interactive advertising agency Qi was responsible for the interactive elaboration of the campaign on television and online. Amstel and Qi hope that this interactive concept will involve passive television viewers in promotional activities. The goal is to reactivate both new members and existing members.

In the United Kingdom, the red button is already in full use. Digital television has been widely rolled out for years by our neighbors. Viewers can among other things participate in game shows, participate in quizzes and order products and services.

Amstel is not the first beer brand that deals with interactive television. Competitor Grolsch introduced them. Tele2 previously developed separate theme channels for Grolsch and Agis. The advertisers got their own mini-channels as it were. Other advertisers have also been to Amstel.

The first in the Netherlands was reserved for the television program 3voor12. UPC subscribers could view a special of artists at the end of the program. A larger audience was reached during the TMF Awards. Viewers could then vote for their favorite artist via the remote control. The first red button commercial from UPC was on show at SBS6. Digital viewers at UPC were able to interact with a commercial from Holland Casino. Racoon had yet another scoop, the Dutch band in March with the very first interactive video clip.

At the interactive TV commercial of Agis viewers of the football channels of Tele2 could request an offer for a health insurance with the insurer.Tele2 uses the red button further to send viewers of RTL Travel to a website of a tour operator.

Source photo: James Cridland (CC)