In addition, like all new technologies, it is still being explored. But this is what is great about the medium: it has fantastic potential.
Here are two offerings from the best examples around. First up, the Adidas rugby spot, featuring Jonny Wilkinson and Co versus the All Blacks in a game of British Bulldog. Interactively, there is the added value of seeing the entire game, which extends to more than three minutes of air time, simply at the press of the red button on the remote.
There is also a chance to hear commentary from two stars of the game: former England captain Martin Johnson and All Blacks giant Jonah Lomu.
This is where the ad scores in my view, but you get the feeling the creatives could gone further with the idea. Nonetheless, it is still one of the best interactive ads around at the moment.
The Virgin Trains execution is also very cool. It features classic characters from classic movies such as those played by Jack Lemmon and Tony Curtis in Some Like It Hot. Yes, we have seen this type of thing before, but it is done very well here.
A click on the remote gives you the chance to win free first-class rail travel for a year. Not bad. There is also a game you can play where you have to whack spies on a train with a tin tray and then answer some questions.
It is a neat package.
My only niggle is that you have to wade through the rather dull stuff of train times and destinations. If I had had the remote in my hand, it might well have been travelling toward the TV at high speed.
INTERACTIVE WORKS THE MONTHLY ANALYSIS OF INTERACTIVE AD RECALL ADS SCREENED JUNE 2005 Brand Creative agency/Interactive agency/ % Media agency
1 Citroen Xsara Picasso Euro RSCG London/BBC Broadcast/OMD UK 43
2 Disneyland Paris Leo Burnett/Press Red/Carat 37
3 Virgin Trains Rainey Kelly Campbell Roalfe Y&R/ 34 Manning Gottlieb OMD
4 Busch Seaworld Florida DDB/Sky Media/In-house 33
5 Range Rover Sport Rainey Kelly Campbell Roalfe Y&R/ 32 Wunderman/MindShare 6= Adidas OHE/Weapon 7/PHD 30
6= Chrysler Grand Cherokee Minerva/Zip/BJK&E 30
8 War of the Worlds Picture Production Company/Weapon 7/ 28 ZenithOptimedia
9 Busch Gardens Tampa DDB/Sky Media/In-house 27
10 Honda WKU/Zip/Starcom Worldwide 26
11 American Express Ogilvy/Sky Interactive/Carat 24
12 Batman Begins PHD/Picture Production Company/PHD 23
13 Volkswagen Golf Plus DDB/Tribal DDB/MediaCom 21
14 Volkswagen Touareg DDB/Tribal DDB/MediaCom 19
15 Lastminute.com In-house/In-house/Smarter 18
Interactive Works research was conducted from 15-19 July by Continental Research/TNS Omnimas face-to-face in home computer-assisted interviews,nationally and regionally, among approximately 2000 adults, and 600 adults in homes with Sky Digital. Recall is defined as the % of Sky Digital subscribers who were able to remember seeing the interactive ad, having been shown six stills of the creative.