Spark Communications/Razorfish
Purina/ ALPO, "The Walk"
BANNER: STANDARD, FLASH OR RICH MEDIA
Who doesn't want an adorable little
dog frolicking across their computer screen? Especially if you happen to own a dog and are searching on Yahoo for dog-related content. The ALPO banner was able to target potential consumers of its wet
dog food by linking Al, a playful pup, to unique editorial content produced by Yahoo for ALPO. Al invited viewers to take him for a walk that would eventually lead to coupons and information about the
food. Viewers, perhaps wishing they were out with their real dog, spent an amazing two minutes on average with Al and sales boomed 24 percent.