CHARLOTTE, N.C. — Marking what it believes is a credit union first using interactive TV, the $150 million Charlotte Metro Credit Union disclosed today it has been testing a 30-second interactive ad on Time Warner Cable stations in which viewers hit a special remote to view a longer Charlotte Metro commercial.
"We approached Time Warner back in July about the idea of getting the viewer to use this remote to switch to our commercial on a digital channel and so far we're quite pleased with the results," said Nathan Tothrow, CMCU marketing director.
The test, which began in September and will continue next month, utilizes a screen overlay requiring viewers to push a button on their Time Warner cable boxes that takes them to the CMCU digital channel. This channel broadcasts a seven-minute history of CMCU and a discussion of bank/CU differences.
"We got the results for September and it shows a 17% response, meaning of the 1,427 spots we ran on Time Warner stations, 240 times it was remote clicked over to our channel," said Tothrow. There were another 400 viewers without the special remote who manually clicked to the longer CMC ad, said Tothrow.
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