Orange has eschewed the campaign URL in its latest campaign “I am” where the payoff asks consumers to search for “I am everyone”. When you do, you get a paid link to click on. The first natural link however, is for a site called “I am bored”, and there is no sign of Orange in the natural rankings at all.
As a control test, I searched for ‘minimise-me’, MRM Worldwide UK’s latest work for Windows Live Messenger, and the URL www.minimise-me.com is number 1 link, as indeed are all the following links (on Google). I was amazed to find that minimise-me and the personalisable emoticons dominated the top 100 search listings – literally, 90+ of the top 100.
Both these campaigns broke around the same time, with probably very different budgets and indeed objectives. If getting online ‘buzz’ was an objective for both campaigns (quite possible), I’d have to say Windows Live Messenger is winning by a country mile. You can see pictures at www.participationmarketing.co.uk. So which is the more clever campaign?