We Are Joystick: MSNBC's Interactive Ad

In conjunction with SS&K and Brand Experience Lab, MSNBC.com is testing out a new advertising technique: Breakout. With Headlines. And the paddle controlled by people leaning, waving, running in the desired direction of paddle travel.

The goal is to break MSNBC.com's brick wall of news. As in "Breakout," each brick the ball breaks earns points. Some of the bricks contain real-time MSNBC.com headlines, which the audience can catch with the paddle as they fall from broken bricks. The more bricks they break and headlines they catch, the more points they earn.

What? Yeah, I know. Weird. But oddly ... appealing. wasn't quite sure what to make of this until I saw it in action. Check out the YouTube!