Argos, the GUS-owned catalogue retail chain, has aired Britain's first interactive game-driven TV commercial on NTL’s digital service.

The Argos Christmas Challenge invites viewers to play a mini-game prior to entering its interactive TV site. Players see a shower of different Christmas gifts falling from the sky which they catch in laterally-moving stockings. The viewer can control the movement of the stockings as the game progressively speeds-up; depending on their ‘score’, players are routed to a prize competition which they enter by registering their personal details. The game also links directly to Argos’s shopping portal.

Says an NTL spoke: “This is our first foray into integrating our advertising into games. Games are proving to be extremely popular through interactive television and I think it will herald a new trend for some of our advertisers.”

The game is one of a series devised inhouse by NTL and now on offer to advertisers.

News Source: CampaignLive (UK)