Indiantelevision.com Team

(25 May 2006 4:00 pm)

MUMBAI: Interactive Television has announced a strategic promotional tie up between ABN AMRO Bank and the forthcoming Hollywood blockbuster movie Da Vinci Code, which is due for release on 26 May.

For ABN AMRO, this is a first of its kind tie-up which they have entered into, and as a part of the promotional tie up, Interactive Television has conceptualised a 360 degrees marketing communication module, which would include co-branded TVC's and print campaign.

To complement the television and print co branded campaign, Interactive Television has devised an interactive online contest called "Break the Code contest" wherein a contestant has to log onto the ABN AMRO (hyperlinked to the Interactive Television website), and decode two sets of puzzles - a game of symbols insisted by the book and a jigsaw that requires the player to fit the name of the company logo in the correct order.

Interactive Television director Ajay Mehta said, "It was a challenge to find the ideal movie partner for ABN AMRO, and with this tie up, we have re-enforced our commitment towards our clients in identifying the perfect platform to be associated with. We are confident that this promotion will achieve the desired interest amongst our target consumer and will prove to be mutually beneficial for ABN AMRO and the movie."