The broadcaster plans to initiate a series of firsts with its interactive TV options in a bid to prove that red-button advertisers can stand out on Sky Movies, which does not run traditional ad breaks during films.
Subaru will sponsor Sky Movies' Comedy, Drama and Modern Greats channels in a deal that will see bumper branding activity either side of all peak-time films broadcast on the channels.
The deal, which goes live next Monday, will also include branded activity within Sky Movies magazine and on skymovies.com.
Sky is attempting to increase the ways in which viewers can access dedicated advertiser locations (DALs) in order to increase exposure for advertisers. Ads for Sky Movies, running throughout Sky's channels, will include an option for viewers to press red to access the Subaru location.
Viewers will also be able to access the Subaru content throughout the movie by pressing red for the Sky Movies Active portal.
Subaru will use its year-long sponsorship to promote the launch of new models, with the Impreza the first to be featured.
The firm wants to extend the appeal of its cars to a family and female audience beyond its traditional male customer base.
The deal was negotiated through media agency Brilliant Manchester and Sky Media.
_1.jpg)
.jpg)
