Fidelity announced Monday that the interactive “maze” advertisement it created for an advertisement on The Wall Street Journal iPad application has been viewed by more than 180,000 people since it launched on Oct. 22.

The ad builds on Fidelity’s ongoing “Green Line” brand campaign by prompting people to tilt their iPad screen to follow a maze to three destinations: low fees, 200 free trades, and free tools and research. At these destinations, viewers can learn more about these offerings.

Fidelity said this ad has a viewer interaction rate more than 10 times higher than Fidelity’s previous WSJ iPad ad, and that viewers are spending an average of 16 seconds looking at the ad, double the average time they spend with Fidelity’s Flash-based ads.

“Readers have responded favorably to our iPad ‘Maze’ ad, which is a radical new type of marketing that employs physical gesture and touch-based interactivity,” said Jim Speros, chief marketing officer of FIdelty’s personal, workplace and institutional services. “This highly engaging, ‘kinesthetic marketing’ is viewed by many as the next frontier in customer interaction, and Fidelity is already there.”

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