This idea is archived

The UK's biggest soap goes Interactive……

Provided by ITV
ITV is offering the loyal Corrie fan the opportunity to experience even more for even longer via red button and mobile.

Tell us about the Opportunity / What is it?

Coronation Street is now coming of “digital” age and with it comes the opportunity for a brand to associate itself with the programme brand across new platforms. Through Interactive and TV, your brand can weave its own brand messages amongst the new and exciting Corrie content.

What is the Marketing Objective?

Branding / Conveying product information as well as direct response.

How does it work?

A prompt will appear over the Coronation Street programme inviting viewers to press Red.They can access exclusive content such as previews of future episodes, catch up on Street News and Gossip, read character biographies and enter related competitions. This content will be mirrored via ITV’s mobile portal too When viewers go to the Soap area of ITV’s WAP portal - they will be able to access similar content to that in the interactive TV application. A Sponsor will again have integrated branding of this content and their own bespoke area.

Who's used it in the past?

Interactive Coronation Street is currently live and attracts over 3m Adults every month, interacting for up to 10 mins! Interactive Programme Sponsorship has been running on ITV for the last 6 years. Highlights include Nokia’s continued 3 year sponsorship of Interactive X Factor, First Choice’s association with Interactive Celebrity and most recently Heineken’s innovative sponsorship of iTV UEFA with the first use of “Watermark branding” throughout the service.

Features / Benefits

Content and competitions via iTV and mobile will be unique and offer exclusive, sought after experiences and information Sponsor’s content can be updated regularly to keep association fresh and relevant and ensure repeat “interactions” - potential to rotate brands New “Watermark” style branding will be used to show even closer alignment with Sponsor and Corrie Reach of Mobile is high with 93% UK penetration Sponsor will be seen as facilitator of additional content

Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for details3 million adults access the interactive service each month!
25 - 34
35 - 44
45 - 54
LocationTimingsMarketing ObjectiveOpportunity Type
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