WARNER BROS./CATS & DOGS

CLIENT: Warner Bros.

STRUCTURE: “Cat Chase” is a free standing, interactive ad that is linked to from banners and buttons placed on media sites all over the Web. When a banner is clicked, a pop-up window appears, and the Splash Screen for the main piece instantly loads while the rest of the piece streams in behind. When the piece is quit out of and the pop-up closes, the original content in the main window is restored and audiences can resume surfing where they were.

NAVIGATION: Roll over cat icons on the radar screen to identify “intruding” cats, then click on one to begin the chase. In the “neighborhood,” your cursor becomes a beagle who is able to chase the cats in any direction you move your mouse. Clicking on a cat as you get close scores a “bite.” Three bites is what it takes to catch a cat.

Tips are available at any time during the chase (click on the “Tips” button in the “Cats & Dogs” tab at the bottom of the piece). Avoid the hedges and garbage cans, if possible. They are cat gang hiding places. If they come after you, head for your doghouse A.S.A.P. Only then can you safely resume the chase.

When you’re finished playing (active play time throughout the campaign averaged close to five minutes), you can click the “Return To Surfing” button to go back to whence you came; try your skill again (audience, on average, re-played game 3 times); or click on “Report To HQ,” which takes you to the “Cats & Dogs” Web site (33% of audience, on average, did this).