My Web surfing delivered to me a campaign by Japanese sauce maker Kikkoman that actually attracted my attention. (Who would have thunk it? ) Flash banners with minimalistic Japanese-style animations invite viewers to click on a fish to play a game, whereby the fish munches down on the ingredients. When that's done, users can click through to yourteriyaki.com, a Flash-heavy site which continues the visual theme and provides recipes that include Kikkoman sauces. The design is really nice, clearly Japanese-inspired (perfrect for the brand, of course), and the recipes look good, too. Not exactly a groundbreaking campaign, but it exemplifies a solid campaign that gets the target audience's attention.
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Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.