DirecTV, MediaCom, Weapon7 Promote Shell Oil

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DirecTV teamed up with MediaCom and interactive television agency Weapon7 to launch a global interactive ad campaign for Royal Dutch Shell.

The Global Interactive Shell Campaign -- now running in the United States and United Kingdom -- depicts Shell exploring for oil in an environmentally responsible manner.

“Working with Weapon7 and MediaCom on Shell’s new ‘Eureka’ campaign has given DirecTV the opportunity to evolve its current interactive advertising platform to a global level,” DirecTV senior vice president of advertising sales Bob Riordan said in a prepared statement.

“With past interactive campaigns that have delivered more than 1 million unique visitors over a one-week time frame, this new ability to support cross-platform campaigns and deliver an interactive advertising solution for global brands will provide our clients with even more opportunities to effectively distribute their messages to their target audiences,” he added.

The direct-broadcast satellite company’s dedicated 24-hour interactive-advertising channel runs weekly on DirecTV channel 115. Customers with interactive-capable receivers can access this channel through their on-screen guide or through DirecTV Active by selecting the Dynamic Ad Unit banner video window.

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