After being launched in June, search engine GoTo.com, Pasadena, Calif., today announces a $6 million integrated campaign to increase traffic and brand awareness.
GoTo.com, which sells its search results to marketers, is advertising in six major markets on CBS Radio Network on the "Howard Stern Show." It's also launching a cyber promotion July 27 with online incentive site CyberGold called the "GoTo.com Mad Trivia Sweepstakes." To play, contestants must register with CyberGold--which awards users cash for viewing Web banners and other Internet activity--and then find answers to trivia questions using the GoTo.com search. One user will win a trip to a taping of the "Howard Stern" radio show in New York. It's also advertising on the radio program of Kim Komando, a syndicated columnist who reviews computer products.
Why Howard Stern? "His audience is computer-savvy," said Stephanie Sarka, GoTo.com senior VP-marketing. "We were careful. We were aligning ourselves with people who are seen as endorsers."
OUTDOOR ADS IN THE OFFING
Ms. Sarka said GoTo.com also is planning an outdoor campaign to start in October, which might include outdoor boards, as well as taxi and bus ads. It's also running banner ads on major portal and community sites, including GeoCities, Lycos, LookSmart and Yahoo!. All the ads carry the tagline "Search made simple."
While GoTo.com has created most of the advertising in-house, Ms. Sarka said, it's in the process of hiring an agency.
GoTo.com had 1.85 million unique visitors in June, according to Relevant Knowledge. It has also attracted 1,000 advertisers paying for search result listings, a number it projects will grow to 10,000 by yearend.
Copyright July 1998, Crain Communications Inc.