Bozell Worldwide has created WebSpots, which it claims offer advertisers a new way to use the World Wide Web.
While consumers might view WebSpots simply as interactive games, they actually allow advertisers to use the latest computer technology to deliver brand advertising messages, said Sam Ajluni, senior partner of the Southfield, Mich., agency's Parallel Creative group, which focuses on interactive technology.
Described as a combination of TV commercials, games and print ads, WebSpots can be reached by clicking on advertising banners within content sites, such as online magazines. They can also be reached by accessing a gallery of available WebSpots at www.webspot.com.
Chrysler Corp. and Shop Vac are the first two Bozell clients to use the new technology. Chrysler's spot focuses on the Plymouth brand and plays off the "Silly Putty" TV commercial that the agency created for the brand last year.
Using a computer mouse, consumers can place "virtual putty" over an image of the Neon and then stretch it into the shape of other Plymouth vehicles.
The concept was created by Parallel interactive associate creative directors John Gregory and Peter Arndt. --Tanya Gazdik