United Kingdom: Premium beer brand, Cobra Beer announced on March 23 the next stage of its sponsorship of ITV2 and ITV3 Movies with the introduction of an interactive element to support its groundbreaking film initiative, according to The Publican.

CobraVision, the recently launched competition that gives budding film-makers the chance to have their own short film on national television, is now launching its "red button" service on ITV2 Interactive, which will take off in March. The films that are entered into the year-long national competition are showcased during the Cobra sponsorship of ITV2 and ITV3’s broadcast of blockbuster movies*. The red button on ITV2 will give viewers access to exclusive and bespoke content on Cobra initiatives and products. Movie lovers can also enter a competition via their remote control to win top prizes, including cinema tickets and Cobra merchandise.

Karan Bilimoria CBE, DL, Founder and Chief Executive of Cobra Beer said, "I am overjoyed with our involvement with ITV2 and ITV3 movies and ITV2 interactive. It’s very exciting to be utilising sponsorship in all its most cutting edge forms, and it shows both ITV and Cobra to be at the forefront of modern, interactive marketing. Through this opportunity we are able to engage with viewers and promote CobraVision in a striking, innovative way."

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