From Autoline Daily:
GM PIGGYBACKS ON CHRYSLER
It seems Chrysler won the informal Super Bowl advertising war with its spot featuring rapper Eminem, using the tagline “Imported from Detroit.” In comparison, General Motors took a quantity-over-quality approach. Chevy blitzed the airwaves with five commercials during the game with two more running before kickoff. But according to the Wall Street Journal, GM was able to capitalize on the buzz generated by Chrysler’s spot. Joel Ewanick, the company’s marketing chief, counterattacked by getting his staff to make a “keyword bid” on Google. What that means is GM paid to have its content featured anytime someone Googled “Imported from Detroit” or in the case of Volkswagen’s Passat ad, “Darth Vader.” If you Googled those taglines, a link to Chevrolet would appear at the top of the results. This is a very shrewd way to capitalize on someone else’s success. It’s called SEO, or search-engine optimization.
http://blogs.wsj.com/drivers-seat/2011/ ... riversseat
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