promotion. The company embedded interactive tags in the premiere of an episode of the SPEED Channel show, "Test Drive" (also appearing in re-runs), that featured BMW automobiles, and in promotional spots leading up to the episode: the tags allowed TiVo subscribers to press a button on their remote, in order to access more information, schedule a recording of the program, and view an exclusive video on BMW's M-series cars. TiVo and BMW have a long-standing relationship: the auto manufacturer has previously promoted its 5 Series and 3 Series automobiles through TiVo Showcases (note: TiVo Showcases are on-demand, long-format ads that are automatically downloaded to a special section of the TiVo box's hard drive).
Saturday, June 24, 2006
TiVo's Interactive Ad Capabilities
Auto manufacturer, BMW, has become the first advertiser to use the TiVo DVR platform's interactive advertising capabilities in the context of a regular television program rather than a commercial or 
promotion. The company embedded interactive tags in the premiere of an episode of the SPEED Channel show, "Test Drive" (also appearing in re-runs), that featured BMW automobiles, and in promotional spots leading up to the episode: the tags allowed TiVo subscribers to press a button on their remote, in order to access more information, schedule a recording of the program, and view an exclusive video on BMW's M-series cars. TiVo and BMW have a long-standing relationship: the auto manufacturer has previously promoted its 5 Series and 3 Series automobiles through TiVo Showcases (note: TiVo Showcases are on-demand, long-format ads that are automatically downloaded to a special section of the TiVo box's hard drive).
promotion. The company embedded interactive tags in the premiere of an episode of the SPEED Channel show, "Test Drive" (also appearing in re-runs), that featured BMW automobiles, and in promotional spots leading up to the episode: the tags allowed TiVo subscribers to press a button on their remote, in order to access more information, schedule a recording of the program, and view an exclusive video on BMW's M-series cars. TiVo and BMW have a long-standing relationship: the auto manufacturer has previously promoted its 5 Series and 3 Series automobiles through TiVo Showcases (note: TiVo Showcases are on-demand, long-format ads that are automatically downloaded to a special section of the TiVo box's hard drive).
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