Global search giant Yahoo! on February 10, 2011 shared details about their World Search Championship, which was carried out in association with Chevrolet. Yahoo!, which claims to reach over 73 per cent of the Indian Internet audience, ran the search championship as a focused campaign to showcase how leading brands are leveraging search marketing, to demonstrate the value of online campaigns to marketers.
According to the company, through the science of marketing and developing technology like algorithms that effectively match advertising content to the right audience at the right time, Yahoo! connects brands to a deeply engaged and vast audience.
For the search study, randomly generated questions were given to users on Yahoo and a pre-populated Yahoo! search bar was programmed to pick up the relevant query, giving the user an advantage and opportunity to experience the Search.
The Search Championship drew 1.3 million unique users and close to 10 million page views. Also, many of the 5 lakh users who registered on the site, opted for a Beat Test Drive, delivering its core target audience to Chevrolet.
Ankush Arora, Vice President – Sales, Marketing and After-Sales, General Motors, said, “Chevrolet wants to be a pioneer in digital media and is constantly looking for engagement platforms, and the Search Championship has given good results in the past. With the company’s focus on the mini segment, our TG core is now the youth and the activity helps address the target audience.”