You may have stumbled across General Electric’s eye-catching online ad which featured an animated marker and drawing program. Viewers could draw their own little sketches and watch the marker animate the lines back to them. The email to friends feature further increased the visibility of the ad. This simple, but compelling advertisement went on to win industry awards and had a click-through rate three times higher than average. The email option had a 28% higher “opening rate” than average. Happy with the results, GE is planning something new but similar for January 2004.