SOURCE: BrightLine iTV Marketing Specialists

September 11, 2007 09:00 ET

BrightLine Launches First Causal iTV Marketing Initiative With Client Degree® for Men

NEW YORK, NY--(Marketwire - September 11, 2007) - BrightLine launches an interactive television initiative that pushes the bounds of the medium's power and potential to marketers. As part of Unilever Degree® for Men's popular marketing campaign that asks the question "Who covered 85?," Degree will bring football audiences nationwide exclusive access to professional Football's Chad Johnson via interactive television.

As part of the promotion for the groundbreaking digital experience, the star wide receiver will personally invite coveted Monday Night Football viewers to an interactive television experience. Custom designed 15-second commercials will be strategically aired during Chad's nationally broadcast games enticing viewers to vote on his coverage in the night's game and see exclusive videos from his "Risk Cam." The campaign marks the first time a commercial was created by a marketer with the sole purpose of driving viewers to an interactive television experience.

BrightLine iTV Marketing Specialists was both the architect and designer of the interactive TV campaign. "Using Chad's notoriety and charisma to inspire Monday Night Football's passionate audience to engage in a philanthropic campaign takes the use of branded channels in digital television to a completely new level," said Rob Aksman, BrightLine's Creative Director.

The most notable feature of the initiative is its clever tie-in with Chad's favorite charity, 'Feed the Children.' The campaign expands upon the interactive reach of the web portion of "85" to leverage an interactive Degree television channel that solicits viewer support by voting, with their remote control, on whether the football star was successfully covered during his football appearances. Each TV vote is combined with the online tally, to heighten the reach and impact of this unique partnership. "Including iTV in the mix dramatically increases the reach and potential of causal programs like this, designed to initiate and sustain a two-way brand dialogue with the new digital consumer," said Sam Chadha, Unilever's Director AP/Deo.

The campaign runs nationally across both DirecTV and Dish Network subscribers, a total of approximately 25MM interactive TV homes, and will be promoted during Chad's two nationally televised Monday Night Football appearances.

"This campaign brilliantly parlays Degree's growing insight and past successes in achieving a two-way TV dialogue into a rich and meaningful interaction with target consumers," said BrightLine's CEO, Jacqueline Corbelli.

About BrightLine iTV Marketing Specialists

BrightLine plays the unique role in the television advertising industry of helping companies build a seamless two-way dialogue with consumers, who are rapidly integrating the use of digital devices into their lifestyle. The company is at the forefront of creating and implementing personalized, two-way TV connections between brands and consumers.

BrightLine provides both strategic and tactical know-how to companies of all types on how to integrate digital television experiences into their marketing efforts.

BrightLine was named "Admaker to Watch in 2007" by the Wall Street Journal.

For more information, visit or call Joanna Hall, (212) 209-3990.

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