Consumer goods colossus Unilever is to launch online versions of the TV ads for its Salon Selective haircare range.

From May, ads created by J Walter Thompson, Chicago, will run simultaneously on TV and online, via a start-up site operated by Amicada of New Jersey. This will feature full-frame, full-motion video footage of the ads, while incentives and prizes will encourage surfers to watch.

If the experiment proves a success, Unilever plans to use other popular sites to target consumers. The first brand in line for such treatment is thought to be the Calvin Klein range of cosmetics and fragrances.

News Source: CampaignLive (UK)