This is the type of game I find myself thinking I can master quickly, then look up and a few hours have passed! It's a very cleverly designed ad unit, the kind that we're seeing more and more of, which completely breaks the traditional rich media boundaries and approaches (or bests) the functionality, interactivity and sheer fun of many website features.
Key to the success of this unit is the option of single player or multi-player matches. The internet was not only made for interactivity, it was made for community, where it has always had the hugest impact. Very savvy stuff. I'm also loving the various "cities" to drive in.
If there's any room to improve, it might only be in extending the experience. How about updating on a regular basis with fresh city maps, new music and color changes? This is an engine that can keep on giving.
-- Mark Netter, director of business development, Deadline Advertising
There's a lot to like about this banner: it is clearly and unmistakenly branded, but the Toyota-ness of the banner is subordinate to the game. Similarly, although the little car icons look somewhat Yaris-like, the game play again comes first. I'm no gamer, but the play is speedy and engaging, and the option to play with another person was well-communicated and would probably have been more attractive to me personally if I had any hope of winning. The flash of the Yaris as sponsor between rounds was clear but subtle. Overall, this is a very good example of how advertising and content can fuse in ways that are good for advertisers and users alike. One negative note: at least on my Windows XP machine, the game was not Firefox compatible.
-- Brad Berens, executive editor, iMedia Communications, Inc.
