Can the flutter of a wing in one part of the world trigger dramatic changes in another? According to the Butterfly Effect, it can. And MSN is banking on it.

Developed in the 1960s by an MIT meteorologist named Edward Lorenz, the Butterfly Effect is a theory that describes how small, seemingly insignificant events can dramatically alter events somewhere else. For instance, the motion from the wings of a butterfly in can theoretically alter hurricane patterns in the Atlantic.

The MSN butterfly has long symbolized the notion that small acts, such as bringing people together, can make a world of difference. But today, MSN is taking that one step further. The Under the Butterfly campaign, a pilot program launched in April this year, is designed to generate interest and engagement for MSN customers by pointing them to specific and unique content available across the MSN network.

When customers visit certain channels, such as the MSN homepage, MSN Autos, MSN Entertainment, MSN Money, MSN Lifestyle, MSN Travel or MSN Health, they’ll notice the butterfly briefly fluttering its wings, inviting them to investigate further. If they move their cursors over the butterfly, a creative execution called a “Flutter” appears, which provides interesting or funny information associated with the current page and links to relevant content found deeper within the MSN network. These Flutters are designed to bring relevant and varied content to the surface—MSN content that many customers may be unaware of.