X Stream Salmon is a multi-level game, designed to build brand awareness using humour. The chocolate brand is embedded within the game via the Kit Kat power control bar.
Viewers can access the iTV version of the game direct from the salmon commercial on Sky digital by pressing the red button on their remote.
They can also find it via banners on Sky Active and Sky Gamestar.
The online version can be accessed on thesun.co.uk and onlinemarketing.uk.com/kitkat.
Mike Chick, head of strategy for interactive creative agency Phosphorus, which was responsible for the creative and production of the iTV and online games, said: "X Stream Salmon uses the interactive environment to the full. It ensures viewers are fully involved with the Kit Kat brand, physically and emotionally. This makes the game an exceptionally powerful application for marketing, in contrast with uses of the medium where people are merely onlookers."
Jon Dobinson, Phosphorus' managing director, pointed out: "It shows the power of branded games to advertisers."
Technical build for the game on iTV was by Sky Interactive and online by Digital Outlook.
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