Interactive Television has announced a strategic promotional tie-up with ABN-AMRO Bank and much in the news Tom Hanks starrer ‘Da Vinci Code’, which is due for release on May 26, 2006 in India.
For ABN AMRO, this is a first of its kind tie-up that they have entered into, and as a part of the promotional tie up, Interactive Television has conceptualised a 360-degree marketing communication module, which would include co-branded TVCs and print campaign.
To complement the television and print co-branded campaign, Interactive Television has devised an interactive online contest called ‘Break the Code’, wherein a contestant has to log on to the ABN AMRO website (hyperlinked to the Interactive Television website), and decode two sets of puzzles – a game of symbols inspired by the book and a jigsaw that requires the player to fit the name of company logo in the correct order.
Speaking about the initiative, Ajay Mehta, Director, Interactive Television, said, “ It was a challenge to find the ideal movie partner for ABN AMRO, and with this tie-up, we have reinforced 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.”