Oscar Advertisers Could Have Gotten So Much More†

Microsoft, Dove Used Search Effectively to Extend Brand Messages Online

Advertising Age, February 26, 2007 — Forget Martin Scorsese. Microsoft was the big winner at last night's Oscars — online, at least. Microsft's three-part commercial campaign for Windows Vista was deemed the most successful by SendTec, a direct-marketing firm based in St. Petersburg, Fla. President Eric Obeck said he and his team of analysts conducted rudimentary keyword searches after each Oscar ad to see if more information on the campaign could easily be retrieved online.