Learning the game

Luxury watch maker has launched the first online campaign in the company's 150-year history, reports Adweek.

The $1 million campaign is the largest online push from the company and is being planted on mainstream sites like CNN.com and NYTimes.com, as well as sites with a high-end lifestyle focus like Style.com.

The ads are paired units, one a leader board and one a smaller box, but the two "talk" to each other, with graphics moving from the bigger to the smaller one.

Celebrities like Tiger Woods and Maria Sharapova appear in the ads, which feature the "What are you made of?" copy point, a theme introduced by the company in 2003.

Clicking on the ads takes visitors to the Tag Heuer site, where information on the celebrity and what kind of watch he or she wears is available.

The company is embarking on the push in time for the holiday season and hopes to reach 26 million impressions before the year is over.