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Sunday, February 04, 2007

Sprint Dropped the Ball with Super Bowl Ad

In Super Bowl Commercials Preview, I said:
I'll also be curious to see if any advertising firms were clever enough to either build a site or optimize an existing site for keywords related to their Super Bowl ads. Will their be spikes in keyword searches via search engines like Google due to Super Bowl ad content? If so, who will benefit? I'll also be expecting to see some interesting PPC ads on Google (and perhaps Yahoo) that tie in to Super Bowl commercials.
I thought the Sprint ad about "Connectile Dysfunction" was clever. I was sure I'd see Sprint represented either in the natural results or the paid results on Google for this new phrase they'd invented for their ad campaign. They are running PPC ads. For example, for a Google search on super bowl commercials, I saw this ad:

sprint google ad

Looking at the results for a connectile dysfunction search, I don't see in either the natural or paid sections:

connectile dysfunction google search

Oops! Doesn't that seem odd to have invested millions of dollars in a Super Bowl commercial and to have created a new keyword phrase specifically for that ad but not consider that people would search for that keyword phrase? Makes even less sense since they are, obviously, running a PPC advertising campaign in conjunction with the Super Bowl TV ad campaign. To make matters worse, one of the top natural results is from a Sprint users group where someone is complaining that: "Sprint has been unable to help, does anybody have a solution or possible solution for my CD problem?" Double oops! Connectile dysfunction, indeed.

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Anonymous Anonymous said...

I located this just now... HTH!

Mon Feb 05, 04:52:00 PM EST  
Blogger Richard said...

Hello one of the Sprint employees on a 144.226.*.* IP address. Well, at least you're clued in enough to use Google Blog Search to see what the reaction is to the Sprint Super Bowl ad.

I note, too, that Sprint is now running PPC ads for the "connectile dysfunction" keyword. I'd say Sprint recovered their own fumble.

Tue Feb 06, 01:10:00 AM EST  

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