The latest analyses, insights and strategies that inspire CMOs and marketers everywhere.
Looking For The Paris Hilton Campaign Video — How’d The Search Engines Do?
As much as I’ve enjoyed comedians poking fun at
John McCain’s ad
that uses Paris
Hilton to mock Barack Obama, even better
is a new fake ad where
herself takes on McCain. People are clearly turning to the web to find it
— Google Trends shows plenty of people seeking it in
a variety of ways. A quick
look at that below, how easily (or not) the video can be found on search
engines, and the video itself.
First, as I said, Google Trends reflects a variety of ways the public is
seeking that video:
paris hilton commercial
paris hilton mccain ad
paris hilton site youtube.com
paris hilton energy plan
paris hilton campaign video
paris for president
funny or die paris hilton
That’s 7 our of the top 100 "hot" queries currently showing. Not bad,
And if you try to find it? I did a quick test of [paris hilton commercial]
at each of the major search engines:
- Google: The campaign video originally posted at Funny Or Die
comes up third and then again at seven — the exact same URL, a glitch
probably due to Google inserting a "See results" section designed to focus
part of the page on [paris hilton mccain commercial]. That focusing makes
sense, since there that Paris Hilton Carl’s Jr. fast food commercial that
also dominates the results. Which one are people after?
Yahoo: It’s all burger, all the time, more or less. So much for
those looking for the brainy side of Paris.
Microsoft: As with Yahoo, no
luck finding the current commercial easily from the top results.
OK, the other famous commercial makes it hard to find the current one
getting buzz. That’s still a good test for any search engine, how well they
can deal with new material that people are seeking out — and Google passed. But I decided to try one more specific test, for [paris hilton
campaign video]. The results:
Google: Funny Or Die is there, along with plenty of other sites that
either seem to host the video or talk about it. I’d have been more
impressed if Funny Or Die was number one rather than number four, however.
It is the original source. It’s also interesting that for the first time, I
a new search customization message
on Google (telling me my results were customized for
the Los Angeles area).
Yahoo: Nice — they get Funny Or Die at number one. But bad — lots of
duplicate results, the same story from various CBS television web sites
Microsoft: Fail. Nothing.
Overall, I’d say Google comes out tops by effectively winning in both
categories, but Yahoo gets kudos for doing well in the second test.
Microsoft just wasn’t in the game.
Now go enjoy Paris talking about her energy policy:
No news yet of a Britney Spears response to her callout in the
original McCain ad.