:: adgruntie :: Interactive HHGTG ad

+ Buena Vista International is launching its first interactive TV campaign to promote 'The Hitchhiker's Guide to the Galaxy'.

The interactive ad, created by Momentum Productions, is part of a multimedia integrated advertising campaign supported by Sky and Buena Vista.
[...snip...]
By pressing the red button during the ad, viewers enter a site that introduces them to characters such as Zaphod Beebelbrox and Slartibartfast, a behind-the-scenes clip about Jim Henson's Creature Shop, a preview clip from the film and a mobile phone competition.

The 30- and 20-second spots spots feature a call to action advising viewers "Don't Panic! Just press the red button on your remote now!" to relate to the 'Hitchhiker''s guide motto of "Don't Panic!"
Guy Meyer, managing director of Momentum Productions, said: "The use of iTV is the perfect way for film distributors to give audiences added value, in addition to the standard 30-second and 20-second television commercials."

Robert Mitchell, senior vice-president of marketing at Buena Vista International UK, said: "Interactivity is something that we have looked at before but we didn't just want to use it to run extended trailers on television as other film distributors have in the past.Instead, we have created something that really offers the viewer new material, something they will not find anywhere else -- this really is interactive advertising."

Yay. The ad is will be broadcast starting April 15th (tomorrow), and hopefully there will be an online version of it as it sounds like it's just going to be seen by those with iTV.