The two companies seem thrilled with the results. Some readers offered a different assessment. From MediaPost Publications:
"BMW was looking for a new, never-been-done-before idea to launch their new Advanced Diesel Online Technology online," explained Times spokesperson Stacy Green. "What we developed was a unique and never-before-done execution on our site." ...Expect more and worse to come.
But if Twitter is any barometer of public reaction to the effort, annoyance and anger trumped awe and appreciation. "Big thumbs down to @nytimes for running a BMW ad which darkens the screen, with no apparent/easy way to disable the ad," complained lx69 in one tweet. "That BMW ad on the NYTimes.com home page? Super-annoying," wrote lseward, in another.
(via Nieman Lab)