NEW YORK Times Square here is home to a new, Internet-connected billboard that features live searches from Yahoo users across the U.S. as a part of the first integrated ad campaign promoting the brand's search functions. For 15 minutes every hour for 30 days, the 7,000-square-foot display will scroll search queries from Yahoo's Web site.
The effort, which broke Monday, comes a month and a half after the Sunnyvale, Calif., company unveiled a new search product, which is meant to provide users with a cleaner, easier-to-use interface and faster ways to find relevant information [IQ Daily Briefing, April 7].
The TV, radio, outdoor and online campaign from Black Rocket RSCG in San Francisco features people carrying five-foot-long search bars to illustrate how online searching solves problems. One TV spot, for instance, shows a vampire wandering the streets and holding a search bar that says "blood bank." The tagline: "Faster. Easier. Bingo."
Online ads running across the Yahoo property, as well as CBS Marketwatch, Weather.com and USAToday.com, will continue the theme.
Spending was not disclosed. The company spent about $30 million on advertising last year, according to TNS Media Intelligence/CMR.