A “gamified,” interactive HTML5-based ad for the ‘White Collar’ TV show has was created by Glow Interactive and can be viewed for today only on the iPad by going to the New York Time’s HTML5-based website. The ad presents an interactive browser-app related to the USA Network’s ‘White Collar’ premiere — which is today, Jan. 18, at 10 p.m. (ET/PT).

According to Glow Interactive’s press release, the iPad ad offers new richness and immersion in terms of interactivity.

“The ad integrates the brand with the actual ad source, introducing a new level of engagement never before seen on the iPad. Created and designed by Glow Interactive and served by EyeWonder, a Limelight Networks, Inc. business, the ad will run today on The New York Times’ HTML5 website in conjunction with the season premiere of WHITE COLLAR, airing tonight on USA Network at 10PM (ET/PT).”

To be more specific, the ad appears to be more of a game rather than just an advertisement.

“iPad users will be delivered a self-contained, FBI-themed game that is integrated with content from WHITE COLLAR and is playable from within the ad banner.

Gameplay will be detective-based on solving clues and puzzles.

“Users take on the role of a special agent and are given an easy-to-use, virtual scanner tool that can be dragged off the banner unit and around the page of The New York Times to hunt for hidden clues living within the actual content of the page. When found, they simply drag the tool back to the ad unit to solve the clue, which will in turn provide a reward response and unlock exclusive video content, including sneak-peaks or other special footage from the show only seen within the ad.”

The ad-game is specifically designed with the iPad’s Safari browser in mind.

“The game within the WHITE COLLAR banner ad is built entirely in JavaScript specifically for HTML5 browsers compliant with the iPad platform in mobile Safari,” according to Glow Interactive. “he ad is now live exclusively for the iPad at www.nytimes.com. If you don’t have an iPad, you can access the demo in Safari or Chrome here to get an idea about what this is all about.”

[Glow Interactive]

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