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Could ITV Advertainment work for your brand?

Provided by ITV
See how MFI successfully executed an ITV advertainment campaign. Could this work for you?

Tell us about the Opportunity / What is it?

Advertainment is a type of interactive TV advertising, specific to ITV which allows viewers to participate in a client promotion in the form of a bespoke advertisement consisting of two parts. Firstly, an Activator spot will be shown which will encourage viewers to enter a competition. Secondly, a reveal sport will be shown which will announce the winner of the competition. The activator spot has two purposes; to encourage viewers to enter your competition, and also to tune back to ITV to view the reveal spot to see which individual has been selected as the winner.

What is the Marketing Objective?

Direct response (by entering the competition) and to build awareness of brand or promotion.

How does it work?

MFI undertook an Advertainment campaign to complement their Best Ever Sale. Their campaign consisted of a comprehensive media package across ITV over Xmas. The focus was a home giveaway prize of £25,000, where viewers had to watch the activator spots on Xmas eve to find the answer to a question and could enter their answer via text, phone or web. The winner was announced in the reveal spot on Xmas day. The package consisited of 24 Activator Spots - 8 each across ITV1, ITV2 & ITV3 and 1 Reveal Spot on Xmas Night. The Activator spots were all Top And Tail spots - 30” & 10’’.

Who's used it in the past?

MFI were the first retailer to undertake Advertainment, see attached case-study for further details. We can create bespoke advertainment campaigns for any brand so please contact us to discuss your needs.

Features / Benefits

MFI had 89,313 entries to the competition. The campaign delivered significant Adult TVRS and a combined audience of 41m Adults. Essentially the competition enabled viewers to participate with the campaign in real time, as well as increasing awareness of the MFI range and offering. All clients will also have the benefits of access to the database of viewer information built via competition entrants.

Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for details1+ Adult coverage of 35%!
LocationTimingsMarketing ObjectiveOpportunity Type
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