Burger King: Subservient Chicken-submissive chicken
While not the first "interactive" website, the Burger King promotion definitely exceeded all expectations when it went viral.
Donnie Darko
The interactive "web experience" for the film Donnie Darko possibly enjoyed a larger audience than the film during its first release. This website perfectly reflected the film while presenting an intensely intriguing mystery all on its own. Like the old computer game Myst, the Donnie Darko game gave no clues or easy solutions. Yet it exploded in a viral popularity to rival the cult status of the film.
The Johnny Cash Project
This innovative site invites users to alter photos of the Man in Black and submit them to an ever-growing online compilation of user-generated artistic renderings
Dexter
This interactive viral marketing campaign for the Showtime series Dexter not only went viral but actually caused a panic in the UK as unsuspecting recipients of the "killer" videos mistook them for real threats. You can't get much more immersive than that.
Broken Embraces film site
This website for the film Broken Embraces presents an excellent interactive experience and has been copied by many others. This stands more as an example of this type of interactivity than as a primary source of the design movement.
Cafe Press
One of the primary innovators in interactive design, Cafe Press literally set the standard for commercial websites where users can interact with and customize selected merchandise.
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