• by Erik Sass , Staff Writer @eriksass1, July 24, 2012

What kind of display advertising pitch gets the attention of a big movie marketer? According to Doug Neil, SVP of digital marekting for Universal, Amazon.com came to Universal with an idea for advertising The Lorax that was “good enough that we said we’ll go back to the well and find some more money for this" -- and that, curiously enough, was also a nice piece of marketing for Amazon's Kindle. When visitors landed on the site, the cartoon setting of the Lorax's home Amazon unfolded in a marquee banner at the top of the page, and integrated the Lorax into the display ad for the Kindle, interacting with the device in a, well, animated fashion. Of course, as Neil concedes, it's alot easier to do this kind of creative with an animated character versus, say, a human actor.