The campaigns have been running for a week on Sky Digital's Open service and feature banner ads that, when selected, will transfer the viewer into the advertiser's dedicated ad location.
From there, viewers can see product information, request redeemable vouchers and free samples, or, in the Charmin location, play two simple games.
The interactive ads on Sky Digital will feature a red icon on the Sky advertisement. By selecting the red button on the remote control, a pop-up screen will appear, giving the viewer the option to jump to the relevant Open dedicated ad location.
"It gives people the opportunity to see what you can do to add value to the commercial you're running," commented Nick Bryant, sales director at Open. "People will spend time in a branded environment."
Around 1.6 million people use Open at least once a week, and although the company refused to divulge any figures, it said it was "pleasantly surprised" by the number of viewers who have responded to previous interactive campaigns. As there has been no education for Sky viewers explaining how the process works, those who have pressed the remote control buttons when an icon has appeared up to now have done so through curiosity.
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