The real-time program, The View: His & Her Body Test, encourages viewers to answer 30 health-related questions through their Wink-enabled enhanced TV service, by wireless handset or on a PC. The show will feature doctors and health experts along with the hosts of the daytime talk-fest The View -- Barbara Walters, Meredith Vieira, Star Jones and Joy Behar -- as well as other ABC celebrities.
As the broadcast's exclusive advertiser, J&J will promote its various Tylenol brands, along with sugar substitute Splenda, OrthoEvra birth control solutions and Procrit anemia medication. The interactive questions will mention J&J's TV commercials as a way to reinforce branding and product messages.
During the live program, the viewers will be able to "vote" on the questions and on-air graphics will be built in real-time with live data. The experts on the show will comment on the viewer responses.
Wink-enhanced TV service is in about 7 million homes, though not all ABC affiliate markets enable Wink.
'A lot of data'
"If we end up getting 20,000 to 25,000 Wink users, the network would be thrilled," said Rick Mandler, vice president and general manager of enhanced TV of the Walt Disney Internet Group. "We can give J&J a lot of data about who's interacting and slice that data for them. I think the other thing they're interested in is to see if this amplifies the effectiveness of their traditional media."
Interactive participants will be asked to complete a brief e-mail survey and J&J will have intelligence on how many people responded and through which means; length of time spent responding; and simple demographic information.
Interpublic Group of Cos.' Universal McCann, New York, handled the media buying, planning and strategy for the tie-in. The show was part of J&J's upfront media commitment; the budget was not specified. The interactive TV program was coordinated by ABC Enhanced TV, a division of the Walt Disney Internet Group.