Schiavo Case Sparks “Living Will” Related Search Activity
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Written By Reprise Media | March 23, 2005 | Share This
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The right-to-die dispute over Terri Schiavo has sparked considerable attention both in the media and the public eye. With that has come a rise in the number of people using the internet to search on terms related to the case. Marketers are taking notice.
Words such as “schiavo”, “living will”, and “life support” have all seen […]
The right-to-die dispute over Terri Schiavo has sparked considerable attention both in the media and the public eye. With that has come a rise in the number of people using the internet to search on terms related to the case. Marketers are taking notice.
Words such as “schiavo”, “living will”, and “life support” have all seen a spike in traffic and interest in recent weeks. Savvier marketers are taking advantage, bidding on terms that relate to this story in a strategy known as “opportunistic search marketing”. Reprise’s own Josh Stylman talks to MediaPost about this phenomenon here.
We’ve seen this type of current-event related advertising play itself out before with events such as the Super Bowl. If done correctly, it can be a valuable opportunity. The proper messaging is key, however, particularly when dealing with a sensitive subject like the Schiavo case.
Topics: Advertising: Contextual |