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BMW Takes Interactive TV For A Test Drive

June 23, 2006 By Leave a Comment

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.

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Filed Under: Advertising Technology
About David Burn

I wrote my first ad for a local political candidate when I was 17 (she went on to win her race, and I felt the power of persuasive copy for the first time). Today, I live near Portland, Oregon and spend my days building brands for companies that matter.