The ad has been created by interactive TV development company Pushbutton, which is behind interactive content for ITV shows 'I'm a Celebrity... Get Me Out of Here!' and 'X Factor'.
The iTV design uses a cut out of the Cobra beer bottle, with a translucent film strip as a canvas for the competition and promotional text.
The red button application provides a sponsor's area that will be available while the movies are running and during promotions for future movies on ITV2.
The Movies on ITV2 application taps into film lovers' trivia quiz, with cinema tickets as prizes.
The sound and video of the broadcast is maintained when the red button application is in use.
On-air idents will encourage viewers to press the red button and access additional information about Cobra products and its film initiative CobraVision.
The design further enhances Cobra's broadcast and online association with ITV2. Peter Manten, commercial manager at iTV sales, said: "Increasingly advertisers are embracing this new opportunity as they realise the unique benefits interactivity can bring.
"Cobra's interactive sponsorship of ITV2 movies will provide viewers with an even more rewarding and powerful experience as well as adding value and delivering real association to the client."
Asian beer brand Cobra signed a £1m broadcast sponsorship deal with ITV2 movies in January. As part of the deal, Cobra is to promote film-making in the UK via CobraVision, a competition where aspiring film-makers can send in short films, which will be shown during ITV ident breaks.
The Cobra red button interactive technology will go live on March 14.
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