ITV backs Prehistoric Park with interactive campaign

by Danielle Long, Revolution UK 24-Jul-06, 08:00

LONDON - ITV is set to launch an online interactive campaign to promote its upcoming family show 'Prehistoric Park'.

Created by interactive agency Play, the campaign aims to create "intrigue and excitement" around the docu-drama, which features a time-travelling zoologist who rescues prehistoric creatures from extinction by transporting them to a modern conservation park.

The campaign is targeting kids and their parents and will use online advertising such as skyscrapers, MPU's and pop up's which will run across family orientated and kids entertainment websites. The campaign creative features GCI models of prehistoric creatures interacting with the web page. One ad for example shows a creature leaning out of a skyscraper ad to eat the user's cursor before spitting it out.

The campaign also features downloadable 'Cyber Pets' -- animated dinosaurs that can be downloaded onto desktops which must be feed and played with to keep them alive.

The CyberPets have been burned onto CDs and will be distributed to children at cinemas screening Prehistoric Park advertising.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.