Web users next week will be seeing spots via a promotion created by Disney Interactive and interactive media planning company i-traffic to promote the upcoming Nov. 27 launch of "101 Dalmatians." Disney and New York-based i-traffic have paid search engines including Excite and Yahoo! to wallpaper their pages with grey-colored Dalmatian-like spots. Disney is also inviting 101 content sites to also spot their Web sites, in exchange for T-shirts and various co-promotion opportunities with Disney. The promotion marks the first time a Web page background is being used as an ad unit on the Net. Users will also be invited to spot their own home pages by picking up their own "spots".

Copyright November 1996, Crain Communications Inc.