Very explicit drive to web

On adrants today a case from Colle+McVoy shows  how TV ads from the Minnesota State Lottery are directly used to drive the audience online and start interacting with the content. It’s still TV, but the main objective (and interaction) will take place online. It’s interesting and a way to make TV meet online ads.. Will it work? Or are the two media consumption situation too differenten. It will be interesting to know the recent numbers on how many people actually sits with a laptop while watching TV.

 See the spot here