The creative elements of the online campaign had to be engaging in order to deliver on the Big Idea of enjoying the journey (“Dive In. Swim Around.”), so the team set out to make interactive and engaging banners. The banners appeared on different sites from ESPN (http://espn.go.com) to The Weather Channel (http://www.weather.com), with unique messaging and links for each of those unique placements.
The press started, and the initial paid launch elements ran heavily through the first six weeks. As they continued through the rest of the communications plan, more elements were introduced. The marketing elements were devices that, while introduced during the campaign, would live on after ads stopped running. You can still find these interactive elements by going to msnbc.com; there are even more of them since the first campaign launch in April 2007.