Yahoo taking the word to the street
Oct 20, 2008 Yahoo Search Marketing
It seems that Yahoo is no longer resting on their second place laurels, as recent guerrilla marketing campaigns have seen the search engine take their word to the street. Recently while out and about in Toronto, I happened across a handful of bright purple Mini Cooper’s, wrapped in Yahoo logos and surrounded by booth dudes and booth babes. With my interest piqued, I stopped to take a look and try to discover what Yahoo was up to with this feet on the street move.
Apparently, Yahoo was interested in finding crowds of people to try out new content sections in their directory. By default, many consider Yahoo a directory first and foremost, and a search engine second. The categories within their directory that were featured in their demos focused primarily on health and lifestyle, as well as personal classifieds.
Booth personnel were clearly looking to appeal to middle-aged women, with little to offer young to middle-aged males. After asking a few of those on hand, their demographics skew towards that slightly older female demographic. Something to keep in mind when targeting your next search campaign.
What was surprisingly absent was any kind of search marketing or display advertising documentation or promotion that would tie into a feet on the street campaign in a predominently commercial district of Toronto. Unfortunate, since many of those businesspeople that amassed around their brightly colored Mini Coopers were somewhat interested in advertising information.
Tags: guerilla marketing, yahoo directory, yahoo mini cooper, Yahoo Search Marketing
Leave a Reply