Summary
Chase launches an interactive ad campaign with a credit card offer visually tailored for DISH network viewers.
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Through Jan. 1, 2007, DISH Network satellite TV subscribers were able to view the first interactive television campaign, in the form of advertisements for the Chase Freedom credit card.
The fully interactive TV campaign for the Chase Freedom card was launched by JP Morgan Chase credit card division Chase Card Services, advertising agency T3, and managed by The Media Group. Regularly scheduled TV spots for the Chase Freedom card were embedded with a trigger that allowed viewers to use their remotes to leave the program they were watching to view a number of minute-long videos showing how to use the Chase Freedom credit card.
The commercials for Chase Freedom described how the credit card can act as part of the cardholder’s everyday activities, with the ads providing a mechanism that takes viewers to an informational TV microsite where they can learn more and request further information about the Chase Freedom card.
In the long-form videos, “One man. One card. Thrilling adventures,” storyteller concepts featured situations focused on a central character. These long-form videos were integrated into the Chase Freedom TV microsite so that viewers can gain further insight into the Chase Freedom credit card.
Viewers were able to choose one of three buttons, which offered them the option to learn how Chase Freedom works, get details about Chase Freedom, and to have information in the form of direct mail sent to their home. Additionally, viewers were able to enter the Chase Freedom TV microsite through on-screen banners included on the DISH Network shopping portal.
With over 12 million DISH Networks subscribers enjoying interactive TV features that allowed them to view the Chase Freedom TV microsite, Chase was able to collect specific demographic information including the household level of consumers who interacted.
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