Gelungenes Online Marketing für den Prius

Toyota Prius und Dictionary.com entwickelten dieses Werbeformat. Bei der Suche nach bestimmten Schlagwörtern wie z.B. “green”, “sustainability” oder “moonroof” erscheint automatisch die formatfüllende Anzeige des Toyota Prius. Hier ein Zitat von The Wall Street Journal

With help from Saatchi & Saatchi, the car maker is working with Dictionary.com for ads targeted to the definitions of words such as “sustainability,” “green” and “moonroof.” Those keyword-based ads launched last week, but Prius also took over the online dictionary’s home page Wednesday and Thursday, with another two-day takeover planned for July. Dictionary.com has also included Prius ads in its word-of-the-day emails, which reach 1.3 million subscribers. “All of a sudden, Toyota Prius becomes synonymous with ‘futuristic,’” said Tom Sipple, vice president of advertising sales at Dictionary.com, a unit of IAC/InterActiveCorp. This is the first time that the site has displayed advertising in such a way, and the venture has sparked interest among other marketers interested in word-search-based ads.

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So lange man auch noch das gesuchte Ergebnis klar und eindeutig angezeigt bekommt, würde ich diese Werbeform nicht als störend empfinden. Das liegt allerdings größtenteils am schlichten und klaren Layout der Priusanzeige.

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