• by Joe Mandese  @mp_joemandese, October 17, 2006

In the first major interactive TV advertising buy by a big packaged goods marketer, Procter & Gamble will utilize EchoStar's DISH satellite TV network to distribute electronic coupons for its Tide To Go brand to 12 million viewers. The deal, which was handled by EchoStar ad sale rep, The Media Group (formerly Turner Media Group), is important, because most of the big interactive TV deals conducted to date have involved high-ticket items such as automobiles and financial services.

The deal also indicates that interactive TV, like interactive online media, may be an ideal promotional medium, not just one to build lead generation for high-end brands.

"As our consumer explores new technologies, we plan to be right along with her," stated Sally Sarratt, Tide brand manager, striking a metaphor for the brand's mobile consumer that is in keeping with the product itself, a pen-like device people carry with them to deal with stains while they're on the go.

The interactive TV ad campaign, which breaks this month and runs through mid-November will offer viewers instant access to more information about Tide To Go, as well coupons, and the opportunity to enter a sweepstakes to win a trip to an amusement park.

The ads, 30-second TV spots starring "Live with Regis and Kelly" co-host Kelly Ripa, are scheduled to run across dozens of cable networks that link viewers via an on-screen pop-up message, dubbed a "trigger," to an ad that consumers can interact with via their remote controls.