The Pillsbury Doughboy is coming to VOD in the New York City Metro area thanks to a new interactive advertising campaign by Cablevision’s Rainbow Media and Zenith Media.
As part of the agreement, Rainbow Media and Zenith will collaborate on a second-quarter launch of a dedicated interactive video-on-demand channel for Pillsbury.
"Rainbow is in the unique position to offer advertisers the opportunity to take advantage of Cablevision's advanced and interactive technologies that increase both viewer engagement and effective measurement," said David Kline, president and COO for Rainbow Advertising Sales Corp., Cablevision and Rainbow Media's advertising sales unit. "By utilizing Cablevision's advanced capabilities, Zenith is able to offer its clients the opportunity to reach consumers creatively, with highly relevant marketing messages. These messages are able to break through the clutter to offer a truly interactive brand experience, which encourages more engaged viewing."
Rainbow Media said that Zenith Media was the first agency to use Cablevision’s suite of advanced and interactive television applications on its New York area cable systems as part of AMC’s and WE tv’s 2009 upfront network buys.
Last year's upfront was the first time Rainbow Media and its parent company Cablevision Systems offered this suite of products as part of national ad sales packages to agencies and advertisers purchasing inventory from Rainbow Media networks.
Pillsbury will launch a dedicated advertiser channel that will allow for direct consumer access, a total branding environment, and an array of interactive and engagement features with the click of the remote control. The channel will feature long-form VOD content, plus text and photos that consumers can access with their remote controls.
In March of 2009, Rainbow Media and Cablevision announced that Cablevision's suite of advanced and interactive advertising products and applications would be available to media buyers for the first time during the upfront.