The irreverent trivia game You Don't Know Jack has been a smash hit since it went online in December, attracting more than 100,000 registered users. Meanwhile, the quiz show itself may become the answer to a trivia question: What Web gaming site helped revolutionize advertising on the Internet?
In a departure from the banner advertising that still dominates the Web, Jack advertisements are short, animated clips that appear after every fifth trivia question, like mini-TV spots. The concept has attracted some big-name sponsors, including 7-Up, Cuervo Gold, New Line Cinema, and Plymouth - each of which forks over at least US$14,000 a month to the game's creator, Berkeley Systems Inc.
"The advertising takes you in," says Suzanne Brisendine, director of online advertising programs for Intel's content group, which is looking to buy space on the game. "People can learn from Berkeley Systems that there are more dynamic ways to deliver a branded message."
SCANS
The Jack Paradigm
