Clever new Apple online campaign about customer satisfaction

Apple has launched a clever new advertising campaign online and it occupied a larger-than-usual amount of real estate on the CNN.com homepage this week. I snapped a few screen shots (please excuse the headlines in the images below from CNN, but this was the current news at the time of the screen shots.):

The two ads, while physically separated on the screen, were designed to interact with each other as “PC” walks away from “Mac” from the right-hand ad to the top ad to destroy the customer satisfaction odometer:

As engaging as the ad was, I realize now that I didn’t even click on the ad — probably because I’m not in the market and already am a Mac owner (and thus fully aware of my satisfaction with the Macs I own).

After “PC” is finished breaking the odometer, the ads fade out and we see the Apple logo up top and the call-to-action on the right-hand side. Very interactive and one of the few ads I’ve actually wanted to toggle the audio ON for. Smart of Apple to default the audio to OFF as I’m usually scrambling for the pause or mute button when audio automatically starts playing when I visit a site.

An excellent way to leverage the interactive medium of banner advertising by utilizing characters originating from traditional television spots.

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