Viasat's digital TV platform has more than 400,000 subscribers and is the largest digital TV platform in the Nordic region. Coca-Cola is the first advertiser to devise a media strategy to be implemented on the platform since Viasat began marketing the platform in May.
The Coke campaign will run from August, using several interactive features exclusively available to viewers in Viasat's digital households.
"This is the media of the future and, as such, we want to explore and learn about it," said Morten Funch Jensen, Nordic media manager for Coca-Cola.
MTG CEO Hans-Holger Albreacht said, "We see Coca-Cola's campaign as a visionary commitment to a new medium -- digital television. This is only the first step in an exciting development for television, which will fundamentally alter the medium as we know it." -- Gerard O'Dwyer
Copyright July 2001, Crain Communications Inc.