Universal Pictures' online ad campaign surrounding the opening of "The Grinch" yielded a click-through response rate of 26% during the campaign's opening weekend (Nov. 17) on the site, more than 66 times the NetRating's average 0.39 rate for standard banner products. Universal is running a dHTML (dynamic HTML) ad exclusively on the home page of the Mplayer Entertainment Network, an Internet games and entertainment site (www.mplayer.com). The dHTML ad runs on top of the existing Web page content, using graphics and animation to grab the attention of a site visitor. The "Grinch" dHTML ad, designed by the Mplayer creative team, starts with an image of three Christmas ornaments hanging across a wire at the top of the screen over the actual Mplayer.com home page. A second later, the Grinch unexpectedly pops up in Santa attire from the right side of the screen and disappears only to reappear on the left side and disappear again. Finally, his arm reaches down from the top of the screen and steals each of the three ornaments. Site visitors can then click on the screen to go directly to The Grinch site, www.meanone.com, for more movie info, including downloadable movie trailers.
Copyright November 2000, Crain Communications Inc.