Ask.com's 'Information Monopoly' Campaign Against Google Doesn't Go Over So Well
from the time-for-a-new-agency dept
A few weeks ago, we pointed out a new ad campaign by Ask.com in the UK that warned users to "Stop The Online Information Monopoly", and was designed to look like some sort of underground movement designed to stop the vast Google conspiracy. Rather than boost Ask's meager share of the British web-search market, thus far, it looks like all the campaign is doing is annoying people. The comments on the campaign's web site are filled with complaints (and comments from authentic conspiracy theorists) about the campaign and the quality of Ask's search results. The reaction to the campaign highlights the potential backlash that can occur when consumers figure out who's behind attempts at viral marketing, but it also underlines a more important point. If you're going to compare yourself to the market leader, you'd better have more to offer than just some attempt at a clever marketing campaign.