The deal, which is part of Cobra鈥檚 existing sponsorship package for coverage of movies of ITV2, will give viewers access to audio and video streaming from films but retain the image of a beer bottle on screen.
A translucent film strip containing competitions and promotional text will also feature on the main screen once interactive functions are activated.
The company behind the ad, Pushbutton, have also been responsible for interactive applications for other ITV shows such as The X Factor and I鈥檓 A Celebrity鈥et Me Out of Here!.
Karan Bilimoria, founder and chief executive of Cobra Beer, said, 鈥淚t鈥檚 very exciting to be utilising sponsorship in all its most cutting edge forms, and it shows ITV, Cobra and Pushbutton to be at the forefront of modern, interactive marketing.
鈥淭hrough this opportunity we are able to engage with viewers and promote CobraVision in a striking, innovative way.鈥
ITV Sales commercial manager Peter Manten said advertisers were increasingly signing up to the Red Button advertising market as existing campaigns had demonstrated the benefits of interactivity with consumers.
Paula Byrne, managing director of Pushbutton, added: 鈥淥ur ability to marry high quality creative, with unrivalled iTV engineering skill delivers 鈥榬ed button鈥 content that pushes the boundaries of what can be achieved to build brands on television using interactive.鈥
By Kevin May
Cobra in interactive sponsor deal
Beer brand Cobra, ITV and interactive advertising specialists Pushbutton have teamed up to produce what is claimed to be a first for red button sponsorship.
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