[The ads are] placed on Web sites outside of the usual entertainment hubs to catch viewers attention in unique locations. Users on such sites as Automobile.com and recipe site FamilyOven.com will see mysterious ads encouraging them to "Imagine the Impossibilities."The ads don't specifically mention Fringe, but they do take you the ImagineTheImpossiblities.com website.
"They will be very quick sort of messages, leading people to nondescript Web sites that will ultimately lead them back to 'Fringe,' " [Laurel] Bernard (senior vp marketing at Fox) said.
One very interesting tidbit about the ads...
The film strips that drop down have printing on the bottom; some sort of date, and the words "Drs Bell & Bishop" - most likely referring to Dr. Walter Bishop, the institutionalized father of Peter Bishop, and Dr. William Bell, the founder of Massive Dynamics.