ESPN Takes Over Homepage to Promote Taken


Yet another aggressive, interactive ad campaign that has taken over ESPN's homepage. It is perhaps the most aggressive campaign that ESPN has run... and they have run several rich media campaigns recently:

Last week, Apple took over ESPN.com to attack Microsoft's latest campaign. And two months ago, they shook up ESPN.com with a terrific iPhone ad. ESPN reminded us all that Valentines was approaching with a huge JC Penny takeover. ESPN promoted the Star Trek movie... back in late January.

Now, ESPN has used all available real estate other than the headline box (300 x 225) to promote the DVD release of Taken. I like integrated campaigns (in moderation). I like when ad units expand on interaction. But this, frankly, verges on being too much. The only saving grace is that you have to interact with either ad unit to turn the video unit on.

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