This is a great example of where organic search is paramount since PPC is not guaranteed to appear for every search (unless they blew the budget). In this case, it even seems as though they’ve not bothered at all with PPC? Some may say this is a risky game (and on certain counts, yes it could be) but they clearly trust their SEO to deliver the results they need to point their traffic in the right direction. The ‘How Will You Survive?’ billboard designs are quite refreshing since they lack the commercial dimension that contact details (including web addresses) can bring to a design if not styled cleverly. This brings the campaign closer to ‘real life’ in the sense that somebody viewing the ad would not necessarily initially realise that it’s promotion for a film. After all, IMHO ‘the end of the world’ is something which intrigues us all on some level, meaning that those who may ordinarily dismiss a movie poster would be drawn in by this one. It manages to put the focus on the thought-provoking ideas behind the film rather than the ‘film’ itself. Like it.

It's ballsy, but the technique actually reinforces the position through paid media, albeit posters etc. Because of the campaign, a higher proportion of the visitors who see these search results will click through to the official site, and bingo!, relevance rockets as Google sees the click-throughs, and the position is reinforced. Relies on (1) achieving the position in the first place and (2) large media spend to have a material impact on the numbers of people searching for 2012.

Very cool, except ... in my searches, there is also a paid result at the top (one search) and at the right (second search). And if some scheming person decided to compromise the organic result with a "Google bomb" campaign ....

Japanese companies have been doing this for years - I remember at least about 4 years ago seeing one company having an image of Google (or Yahoo! search) on their packaging with their company or product name, inviting people to find more info that way.

They'd certainly lose a precipitous amount of traffic to the lurking paid ad(s) at the top of page (search I just did there are 2 paid ads above it). If they had both #1 paid and #1 organic locked up, I wouldn't be surprised if they got 70%+ of the clicks of that page. Would have been a reasonable amount of budget to lock this down, a shame. Lost opportunity.

This is a great example of where organic search is paramount since PPC is not guaranteed to appear for every search (unless they blew the budget). In this case, it even seems as though theyu00e2u0080u0099ve not bothered at all with PPC? Some may say this is a risky game (and on certain counts, yes it could be) but they clearly trust their SEO to deliver the results they need to point their traffic in the right direction.
The u00e2u0080u0098How Will You Survive?u00e2u0080u0099 billboard designs are quite refreshing since they lack the commercial dimension that contact details (including web addresses) can bring to a design if not styled cleverly. This brings the campaign closer to u00e2u0080u0098real lifeu00e2u0080u0099 in the sense that somebody viewing the ad would not necessarily initially realise that itu00e2u0080u0099s promotion for a film. After all, IMHO u00e2u0080u0098the end of the worldu00e2u0080u0099 is something which intrigues us all on some level, meaning that those who may ordinarily dismiss a movie poster would be drawn in by this one. It manages to put the focus on the thought-provoking ideas behind the film rather than the u00e2u0080u0098filmu00e2u0080u0099 itself. Like it.

It's ballsy, but the technique actually reinforces the position through paid media, albeit posters etc. Because of the campaign, a higher proportion of the visitors who see these search results will click through to the official site, and bingo!, relevance rockets as Google sees the click-throughs, and the position is reinforced.

Relies on (1) achieving the position in the first place and (2) large media spend to have a material impact on the numbers of people searching for 2012.

Very cool, except ... in my searches, there is also a paid result at the top (one search) and at the right (second search). And if some scheming person decided to compromise the organic result with a "Google bomb" campaign ....

Japanese companies have been doing this for years - I remember at least about 4 years ago seeing one company having an image of Google (or Yahoo! search) on their packaging with their company or product name, inviting people to find more info that way.

They'd certainly lose a precipitous amount of traffic to the lurking paid ad(s) at the top of page (search I just did there are 2 paid ads above it). If they had both #1 paid and #1 organic locked up, I wouldn't be surprised if they got 70%+ of the clicks of that page. Would have been a reasonable amount of budget to lock this down, a shame. Lost opportunity.