I just love this AT&T banner game.  For one, it puts the game inside the banner, thereby maximizing the game’s reach.  In Vietnam, very often we see games being embedded in the center of a microsite, which reduces its reach by a factor of 1,000.  An average CTR in Vietnam is 0.1%, or 1 out of every 1,000 people who see a banner will click on it.

By putting the game in the banner, they have vastly increased the chances of people playing in the game.

[youtube]http://www.youtube.com/watch?v=mJX1JheBe0A&feature=player_embedded[/youtube]

On the other side, this game actually uses a real life mechanic of “heading” the ball.  Instead of manufacturing an artificial behavior to highlight Augmented Reality, AT&T uses a gesture that users are already familiar with.   The banner brings you right into the soccer game.  A motion capture technology called ZugMO from interactive marketing agency Zugara.  You in a very real sense are taking part in the game.