Attheraces.co.uk runs ads with up-to-the-minute commentary
OMD Interactive, Connextra and EyeWonder have teamed up to deliver
a tactical campaign during the Cheltenham Festival for Attheraces.co.uk,
the horseracing web site co-owned by Channel Four, BSkyB and Arena
Leisure.
The banners, featuring streaming video, have been hooked up to
an interface which allows the client to type in new commentary minutes
before each race begins, to encourage punters to watch and bet on
the next live race.
This will ensure the ads are always up to date in the information
they show, sometimes more so than the sites they are to run on!
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