I’m seeing more and more of the creative community engaging with the ideas of SEM. This is pretty great to see because it’s starting to really expose exciting ways to use search fundamentals to not only channel and direct traffic, but to form part of the brand experience. My favourite example is this really clever campaign from Converse.

It’s a spelling bee with a twist - using AdWords. They have chosen words (think ‘key words’) with obviously no paid search competition as the basis of the challenge. The ‘host’ (which looks like something Smallz would dream up) asks you to spell a word correctly by typing it into your search engine…and if you get it right you get a PPC ad with the next stage. Check it out and you’ll see what I mean. Clever stuff.

Hats off to Converse (does anyone know the agency?) for pulling together some fantastically bizarre and engaging content.

EX PEE ALLO DOH SHUS.
 

UPDATE: The ever wise Habit47 has informed me that the Agency behind the campaign is Anomaly