BMW Takes Interactive TV For A Test Drive

Clickz reports on BMW’s efforts to engage an audience known for avoiding advertising.

BMW this week became the first advertiser to use TiVo’s new interactive advertising features within a program, embedding interactive tags into an episode of Speed Network’s Test Drive series featuring its new M line of cars.
The tags, first introduced last August, appear at the top of the screen to allow the viewer to pause live TV and get more information about a product. Advertisers have used the tags in commercials to offer more information or coupons by mail, or to encourage viewers to record a certain show.
This is the first time an advertiser has used the tags within a TV show.

Omnicom’s GSD&M is BMW’s interactive agency of record.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.