An based on Ping-Pong has been placed across sites including ivillage.co.uk, shinyshiny.tv and techdigest.tv as part of a £3m integrated campaign developed by agency VCCP.
The teaser game is created in Flash using two skyscraper ads and lets users play a Ping-Pong game as they browse online.
Clicking on The Ball starts the game. A ball zigzags across the website and is bounced back by an opponent, the computer, to give the appearance that the two ads are interacting with each other. Expanding a transparent layer across the page creates this illusion.
The Ball is being kept under wraps until the formal launch date, but is reported to be shaped like a "warped sphere", and hugely different to a traditional upright vacuum cleaner.
From March 14, the push will be replaced by a "reveal" campaign which will run till April 3 across a number of women's, men's and shopping sites. The campaign will include ads featuring the streamed TV commercial, skyscrapers and an interactive rich media ad that lets users watch videos describing the product, find a retailer or play the game without leaving the ad.
A second game is being created to coincide with the product launch.
Hugo Adams, head of global marketing for Dyson, said, "This is Dyson's most comprehensive, integrated campaign -- it will be unmissable. The ads will generate curiosity, getting people to remember the ball and then visit a store to find out more."
This follows Dyson's success with an interactive , which drove 5m clicks to the .
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