The landing page is personalized, and gets the viewer into the story by visually tying the direct mail piece to the online experience. It's basically the beginning of a story, and entices the viewer to continue.
Map clue drops-down on rollover
Form page with folding-map clue animation. Now that the viewer is invested in the story, she selects her path, determining her level or interest which qualifies her as a cold, warm or hot lead.