Case Study - 2003 Yahoo Search Ad Campaign Failure

I'm interested in reading case studies on why the Black Rocket Yahoo
Search Ad Campaigns of 2003 failed. If you have any dish on this or
have seen data that might lead to answers to these questions, please
advise.

Yahoo conducted two marketing campaigns in 2003 to promote Search.
(Details about the 2003 search campaigns and their new "Life Engine"
campaign are provided below.) We are looking to get a sense of how
successful those campaigns were. Please answer the following
questions:

1. What were the internal goals of the search campaign? What measures
were they looking to affect? How did they define "success"
internally?
2. How was the campaign received internally? What was most useful,
least useful in terms of delivering on their objectives?
3. What sort of activities (non-measured media such as PR and Events)
were used? What was the marketing budget for the campaign?

Thx,

John Bleau
itspersonal@alltel.net

"When life gives you lemons, check your warranty." - anonymous

"David" <geercon@alltel.net> wrote in message
news:c7ggpg02m8c@enews1.newsguy.com...
>
> I'm interested in reading case studies on why the Black Rocket Yahoo
> Search Ad Campaigns of 2003 failed. If you have any dish on this or
> have seen data that might lead to answers to these questions, please
> advise.

Are you talking about the "Do you Yahoo?" TV ads? My 'opinion' is that they
wanted to brand yahoo as a search engine where anything could be found, and
tried to demonstrate this point by focusing on some really esoteric
examples. Instead of sending out the message of, "Find everything you need
at yahoo.com", the point came across as, "If you need something really weird
and unusual, try Yahoo."

Why not call Yahoo or Black Rocket on the phone and speak directly with
somebody who was involved? I realize that's an uncomfortable thing to do,
but if you want to know what really happened, listen to a few different
versions of "the truth" and put things together for yourself.

Mike