On the German MINI website, there is a special with a “MINI adventure” (see the Cyber Lions entry for the “MINI Story Adventure”) – this special is advertised on television. In order to create more traffic for the online special, MINI Story banners were placed on websites of interest to the target group. The target group consists of internet users ages 17 and upwards who see themselves as postmodern individualists. Accompanied by “actors“, small MINIs drive out of the MINI Story Adventure and across the computer screen – this effortlessly grabs the user’s entire attention and makes them interested. The MINIs guide the user’s attention to a standard banner (full-size or skyscraper) which carries an ad for the MINI Story Adventure. Not only do the banners attract attention immediately, but they provide a lot of information about the product and the MINI Story Adventures. This means that the click rate for the banner lay far above average, and the quality of the users corresponded to the target group.