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GlaxoSmithKline is running a two-month interactive advertising

campaign for its oral hygiene brand Aquafresh and is looking to develop

iTV campaigns for its Lucozade and Ribena brands this year.

The campaign, called Aquafresh Push My Button, appears on the PlayJam

interactive TV channel. It is a rebranded version of an interactive quiz

game which has already proved popular on the PlayJam channel.

Viewers have to answer as many questions as possible in a certain amount

of time and have the option of submitting their details for a chance to

win a digital camera each week.

'This is a low-key test not only to measure how many people we reach and

the levels of response, but also awareness and some data capture,' said

John Blakemore, advertising director for GlaxoSmithKline consumer

healthcare UK.

He added that Aquafresh was targeting families, specifically mothers

with children.

'The evidence we got via PlayJam was that mothers with children do have

islands of time to play this game,' he said.

The game launched last week on PlayJam's Sky digital channel and is

expected to go live on its Telewest Active Digital and ntl channels this

week.

Blakemore said that the campaign was part of a continuing program that

GlaxoSmithKline was undertaking to test interactive TV which would see

more of its brands involved in future.

'We are looking at interactive opportunities across other brands, and

you could see Lucozade and Ribena involved later this year,' he

said.

Based on PlayJam's figures for previous campaigns using the quiz game,

it is expected to be played around 16 million times, with each game

lasting between six and seven minutes.