Yahoo Search Marketing Search Light Award Winner
The Yahoo! Search Marketing ‘Search Light’ Awards event in New York yesterday, which featured special presentations from Honda, Miller, Chase, and GM, focused on creative uses of Internet search in the media mix. The more than 100 attendees cast votes for the winner of Yahoo!’s first ever ‘Search Light Award’ at the event.
Get this, you know West Coast Customs, the garage that does the car reforms on Pimp My Ride? They designed the award, which is an actual PIMPED OUT spotlight.
And the envelope please…The Search Light award winner is: RPA Interactive for “Honda Element: A Different Animal” – here’s their campaign case study :
RPA Interactive used a unique approach to search advertising to help drive extended awareness and engagement with a multichannel advertising and marketing campaign focused on the Honda Element – and specifically designed to drive traffic to a clever online game : ElementandFriends. It’s not your everyday, run of the mill search ad that includes keyword phrases like this: funny, freaky, hairy. But RPA sought to match in search ad copy, the overall tone of its brand creative advertising. Another key to the strategy involved bidding on inexpensive keywords. For example, the word “possum” definitely falls in that category, but also happened to provide a memorable and relevant connection to the online game, and the campaign’s animal theme.
RPA reports that 40 percent of all referrals generated by this project resulted from the search advertising campaign. In addition, a branding study showed that the search ads helped generate significant lifts for the target audience in awareness, brand favorability, and purchase intent.