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.