The challenge of marketing spirits online is that you have to make sure your audience composition is overwhelmingly of drinking age, and in the case of this Tanqueray site -- as with so many similar sites -- that requires visitors to share their birth years before logging in:

View Creative

Results: But once consumers did log in, wow!

They watched 88 percent of initial creative in this Klipmart campaign, on average (that’s 27.15 seconds) and the average brand interaction time was more than one minute.

It helps that this was a site-specific, very targeted campaign of course. In fact, this was probably as good an example as I saw all year of blending strategic targeting with interactivity.