American will sponsor a daily, half-hour travel trivia game starting July 5, and a trivia contest during Major League Baseball's All-Star Game July 12.
Subscribers will be asked "bonus" questions about American, with a top prize of free round-trip tickets for two anywhere in the continental U.S.
The daily game will not run in conjunction with TV programming; instead, IN subscribers will play along using only their handheld control units.
"We need to become adept at creating different forms of interactive advertising," said J.D. Heilprin, manager of IN's advertising consortium.
The game is "an adjunct to the basic system, but we will learn a lot more about what kind of things stimulate people to play," said Tom Morris, American's managing director of advertising and marketing. American agency Temerlin McClain, Dallas, will assist.
American is the second consortium member to test ads with IN. Chrysler Corp. plans a second test late next month.