Pepsi Readies Interactive TV Ad For MTV VMA's

Pepsi wants to use some of that new-fangled interactive TV technology to keep its crown as the choice of a new generation.

MediaWorks is reporting that since August 22, a joint initiative from MTV, Dish Network and Pepsi has enabled Dish satallite TV subscribers to vote for Pepsi's Best New Artist award at the upcoming Video Music Awards, September 7.

On the day of the broadcast, those same subscribers will be able to answer questions from a Best New Artist Pop Quiz that will be presented by Pepsi throughout the ceremonies.

"It's somewhat of a no-brainer. To me, it's a live test, and brings internet-like functionality to the TV,"John Vail, director-interactive marketing group, Pepsi-Cola North America, tells the pub.

"For our audience, the ability to interact with the show is something that we try to give them more and more of each year," adds Tim Rosta, exec VP-integrated marketing, MTV.

Personally, I think interactive TV has worked better for the likes Nike, and it's Zoom iTV initiative, which enabled viewers to click into 30- and 60-second TV spots starring San Diego Chargers running back LaDanian Tomlinson and other athletes. They can view interview footage of the football star talking about his training regimen, watch his signature spin move at different speeds, and access a 3D demo of the Zoom shoe, and play a Nike-branded game designed to test viewers' remote-control reflexes. Using zip code information, users will also be able to find stores carrying the shoe at the click of a button.

And Ford used iTV for the Ford Escape, enabling viewers to access a special Ford site via on-screen banner ads and promotional placards, and view more in-depth information on the vehicle.

What's more, MTV is savvy enough to know that simple text messaging via mobile phones enables "participation television" without special television platforms. In my book BRANDING UNBOUND, I interview MTV's Rosta about such mobile initiatives, and what the mean to the cable network.

Still, MTV has a goal of what it calls "multi-plat-fornication."(I'm sure the net is enabling text message participation and it's using its website for particpation, too)

And iTV is certainly the future of television. Which means regardless of what its doing in other media, MTV wants to be at the forefront in this new medium, too.

Read more about the Pepsi iTV initiative, here.

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