Yahoo Finance’s BMW3 Campaign: Goes Too Far?

(Via PaidContent.org.)

Yahoo Finance’s BMW3 Campaign: Goes Too Far?: Yahoo Finance has a new twist on advertiser integration: for the new BMW 3 campaign on the site, it is turning on the ‘e’s in the section titles into ‘3’…which in turn link to BMW’s site for the new car (works cross-browser)…

Ask me, and I think this is pushing it: I, for one, am not a proponent of messing with the story/information/editorial flow, which is why I have warned against using tools such as IntelliTxt (Forbes.com tested it last year, among others…)

Anyway, the counter argument is that Yahoo Finance is not editorial, and it is just information, and commerce info at that. As a marketer, this is a dream integration, for sure.

Having seen the ad myself, it seems like an OK idea badly executed. Clicking on the 3 takes my off the site and into BMW’s site – I think it should just open a pop-up or something but leave me in the page. Interesting, though…