TiVo ran a 2-week Showcase long-form ad augmenting Coca- Cola’s ’...
TiVo ran a 2-week Showcase long-form ad augmenting Coca- Cola’s “subLYMONal” campaign for new Lymon-flavor Sprite. Long-format ads download automatically to a special section of the TiVo PVR’s hard drive. To hold viewers, each spot begins in voiceover: “Welcome…
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to ’subLYMONal’ advertising. For best results, do not blink.” The ads also say they're “DVR Ready,” to encourage recording. Viewers who replay the ads can find extra content, including embedded codes that can be entered at a special Web site for premiums. The campaign was by Sprite’s ad agency, Crispin Porter + Bogusky; the ‘SubLYMONal’ site, by AKQA. The subLYMONal ads air on Soul Train Weekly, G4 and MTV. TiVo subscribers pause the linear TV stream to reach the “subLYMONal” Showcase. Showcase enables subscribers to view more Sprite “subLYMONal” ads and use TiVo trick-play features to learn how to use embedded codes. Coca-Cola was among the first companies to embrace PVRs, signing a pact in 2000 with then-independent ReplayTV to develop interactive ads. The deal began with banner ads on the ReplayTV service, but never advanced to interactive commercials. ReplayTV now is owned by D&M Holdings, which purchased it from Sonicblue. ReplayTV has since shifted its focus to PCs.