IQ News: @deadline

Explorer Required

To boost its Internet Explorer Web browser, Microsoft has started a campaign, from agency of record Anderson & Lembke, in which Web sites create content that can only be seen using an IE browser. An IE-only game on NBC’s Homicide site appeared last week. Banners running on the Web point to the promotions.

New Sites for Petry

Petry Interactive has signed three new clients as sites on its ad-sales network: The Globe, USANet and Reuters on Yahoo! Petry now counts over 100 sites since the network launched March 1.

Spring Promo Breaks

Volkswagen of America and K-Swiss wrapped up college Web promotions last weekend with customized sweepstakes. VW focused on Norfolk, Va., area colleges; K-Swiss chose eight universities in the Southeast and Midwest. The automaker dangled a chance to win a free Trek mountain bike; K-Swiss offered up to 10 pairs of its athletic shoes to the winner of an on-line tennis tourney.

PointCast Audit Coming

Michael Lavery, president of the Audit Bureau of Circulations, announced an alliance with PointCast to audit content broadcast over its network. The effort marks the first time this kind of information–as opposed to static Web pages–will be verified.

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