The KickAss page destroyer.

Apple and agency TBWA\Chiat\Day’s Media Arts Lab created a series of Mac Vs. PC banners in which the popular characters seemingly interacted with banner and edit content on the home page. Click for a sample.

Earlier this year, agency Crispin Porter + Bogusky created a banner for Met Life featuring Peanuts character Schroeder. The ad copy on a huge banner atop the NYT home page asked readers to “Help Schroeder with his big performance" and allowed them to control that performance with their keyboard. The ad was part of MetLife’s “I Can Do This” campaign.

In 2009, Intel and agency Venables Bell & Partners orchestrated a home page takeover that imagined the NYT in the year 2040. A digital version of Times’ home page rolled over readers’ screens, featuring headlines like "President converses with dolphin, develops new environmental plan." The ad was part of Intel’s "Sponsors of Tomorrow" campaign.

In 2011 USA Network and agency Glow Interactive launched a NYT iPad ad that doubled as a game. The banner featured a scanner that readers could drag over the home page to reveal hidden show-related content. Demo it here.


The New York Times' Illustrious History Of Messing With Its Site

The New York Times went KickAss on a gaming story today. See some of Times’ past experiments in home page and banner creativity.

The New York Times added another dimension to its NYT Magazine feature on "stupid games" by making a stupid game—the site-destroying KickAss—part of the story.

As NYT online editor Samantha Henig explains in a blog post, Times multimedia producer John Huang modified the game for inclusion in the web version of the story on addictive games, which appears online and in the NYT magazine. Readers/players can manipulate a rudimentary spacecraft and bombard NYT ad and edit content with space-bar-discharged balls.

It’s seems like a surprisingly playful and meta extra but the Kick Ass incident is only the latest in a long line of NYT digital experiments. The paper has also provided a hothouse for experimentation in that most disappointing of ad formats—the banner.

Click through the slide show to see how the New York Times has used its site as a demonstration of the creative potential of display ads.

Add New Comment