Interactive TV ad for Xbox 360 available in the UK

In case 360 fans in the UK are feeling a little neglected -- after all, we don't get a shiny discount card to flaunt -- here's a new toy to play with. In what's billed as the UK's first interactive TV advert, viewers of Sky Digital will be able to press the red button during an Xbox 360 commercial to play a game. While this won't appeal to the hardcore who are already glued to their 360s, it's an interesting experiment in casual and viral advertising and might catch on with bored viewers.

By cracking the secret keyword in a video (see the picture above for a hint), viewers have three levels to progress through and doing well at the game could get your gamertag on air. The adverts started today and will run for a month, accessible through four different commercials and the Sky A-Z, so get your fingers on your buttons and get ad-spotting!