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MTV Networks inks sweet Sour deal with Cadbury and DISH

MTV Networks is partnering with Cadbury and DISH Network to launch its first-ever advertiser-supported interactive TV campaign being built around The N's new reality series Queen Bees, bowing on July 11.
July 7, 2008

MTV Networks is partnering with Cadbury and DISH Network to launch its first-ever advertiser-supported interactive TV campaign being built around The N’s new reality series Queen Bees, bowing on July 11.

Audience voting and polling for the new reality series Queen Bees is being presented by Cadbury’s Sour Patch Kids and will be exclusively available on DISH Network throughout the US and accessed via the satellite net’s iTV application.

The Queen Bees campaign allows the audience to interact directly with television content in real time. Throughout the show, viewers will be prompted to answer questions appearing on the bottom-third of their screens broken into three categories: Fill in the Blank, Sour or Sweet and Star Chart Play Along.

The questions will pop up before commercial breaks and the voting results will appear as the broadcast resumes, encouraging viewer retention throughout the pod. Sour Patch Kids’ branding is being incorporated throughout the iTV application. Additionally, the series will incorporate Sour Patch Kids’ product buzzwords into one question per episode.

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

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