Building on its efforts to reinvent the way audiences experience content and advertising, MTV Networks is partnering with Cadbury, the makers of Sour Patch Kids soft & chewy candy, and DISH Network to launch its first-ever ad-supported interactive TV campaign.
iTV voting and polling presented by Cadbury’s Sour Patch Kids will be enabled during The N’s new reality series, "Queen Bees," which premieres Friday at 9:00 p.m. ET/PT. The campaign will be available exclusively in DISH Network homes nationwide.
"We’re working hard to reinvent commercial time as content time, and interactive television is emerging as a strong tool for fostering engagement with our audiences, while providing greater accountability to marketers," said Hank Close, President, U.S. Ad Sales, MTVN. "This partnership signals that we’re open for business in iTV advertising…."
The "Queen Bees" campaign will give audiences the unique opportunity to interact directly with television content during show time. Throughout the show, viewers will be prompted with three different sets of questions and results on the bottom third of their screens: "Fill in the Blank," "Sour or Sweet" and "Star Chart Play Along." The questions will be presented before commercial breaks and the voting results will appear immediately following the commercial break, encouraging viewer retention throughout the pod. Sour Patch Kids’ branding will be incorporated throughout the iTV application. Additionally, The N will weave Sour Patch Kids’ product attributes into one question each episode.
