Double coverage: an innovative campaign scores with a winning combination of broadcast and Web advertising.(Multimedia)

Given the wealth of entertainment options available to us, our time and attention are divided amongst television, digital video recorders, DVD players, computer and console games, camera-equipped and video-capable mobile phones, and the World Wide Web. Despite all of these media and communication devices, or perhaps because of them, we as consumers are difficult to reach--at least from a marketing innovation is impossible to ignore. Virtually all TV viewers have seen one of the many eye-catching, CG-based TV ads that end with a Web Address. They compel us to visit the associated Web site, where we become privy to even more eye-catching CG elements. This combination of TV ...