Oct. 9, 2009 (PR Newswire) --

BOSTON, Oct. 9 /PRNewswire/ -- Vaseline®, a Unilever brand, is the first brand to engage consumers through Super Pre-Roll, a new, cutting-edge video advertising format developed by ScanScout ( http://www.scanscout.com ) that transforms traditional pre-roll into an engaging experience for viewers. Vaseline chartered the new technology to launch Sheer Infusion with Stratys-3, the only lotion to combine three ingredients that infuse and suspend moisture across the multiple layers of skin (1), to allow for a richer branding experience and deeper one-on-one interaction with the consumer. Super Pre-Roll takes the viewing experience from passive to active by allowing consumers to more deeply connect with a brand on their own terms. Unilever chose to use the technology for Vaseline® Sheer Infusion(TM) because of its ability to solicit consumer feedback on their skin care needs and the product which is important for the launch of this innovation. Super Pre-Roll enables the brand to get feedback in real time by inviting people to interact with the spot, while also communicating product benefits. An example of the ad unit can be found here: http://demo.scanscout.com/product/superPreroll/vaseline/.

The campaign's innovative ad combines Vaseline Sheer Infusion's pre-roll with an interactive poll that asks consumers what they like best in a body lotion. Once the viewer takes the poll, they are offered a link to a coupon and more information about the product. The existing ad and Super Pre-Roll unit are seamlessly integrated, giving the consumer an opportunity to engage with the brand rather than simply sitting back to watch the pre-roll. ScanScout's technology combines the best of TV-type branding with the interactive power of the Internet and its ad infrastructure allows for almost infinite customization of the Super Pre-Roll format.

While many advertisers see pre-roll as the best branding option for online video, it's a one-sided experience that does not take advantage of the Internet's interactive capabilities. Specifically, viewers' interactions with pre-roll today are limited to just a click-to-site action, regardless of the advertiser's campaign goals. Super Pre-Roll solves the unit's engagement limitations by offering various interactive elements within the video ad, creating an environment that is more compelling for viewers and desired by brands.