Food Industry
Industry: Email Alert RSS FeedDomino's to beam up interactive TV ads
Nation's Restaurant News, August 16, 1999
SAN FRANCISCO -- Domino's Pizza plans to air interactive TV ads here during a "Star Trek" marathon Aug. 21 and 22 on UPN network affiliate KBHK-TV and may expand such ads nationally.
The "enhanced advertising," made possible by technology developed by San Francisco-based B3TV, an e-commerce provider, will allow viewers who use Microsoft's Web TV Plus Receiver and EchoStar's DISHplayer to order free pizzas by clicking their remote controls at their TV sets while the Domino's spot is being broadcast. The TV station reaches viewers in the San Francisco, Oakland and San Jose markets.
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The enhancements to the ads are "unobtrusive clickable overlays" at the top and bottom of the TV screen and do not interfere with the commercial, according to a B3TV representative. Interactive ads are designed to give advertisers immediate feedback on the effectiveness of their commercials.
Although those ads are regional, "we are looking to do something like this on a national level," said a Domino's representative at the chain's Ann Arbor, Mich., headquarters.
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