If you Google my name, you'll most likely find a link to this site in the top 3 links. In fact, if you Google your own name, you'll probably find something long lost about yourself. That's not the point. The point is, nearly everyone who uses the Internet uses Google. To many, Google has become their homepage and a sole search engine devoted to research, entertainment, and news. In fact, this blog is even powered by Google. At some point, one must stop and wonder when the line of being a monopoly is crossed. Recently, someone actually did stop to question this fact, and that someone is competitor Ask.com.
In a new effort to expand people's methods of obtaining information via the Internet, Ask has begun a guerrilla marketing campaign that has intrigued quite a buzz. This new campaign was recently launched in the UK and can be seen on the underground rails of London. The idea was formulated through the frustration of many reps at Ask. The employees were not necessarily angry with Google, for they mention how Google has done nothing wrong. They are more disappointed with the way people retrieve information on the web, and usually rely on only one source/search engine.
The ad is meant to generate a great amount of buzz among people, intriguing the viewer to visit the sponsored-site shown. Though it is quite an effective ad, people have criticized Ask for not listing their name on the message.
In my opinion, however, leaving out the Ask logo/name in the ad has several advantages. This is a message to sway people away from using one primary search engine, mainly Google. It would be a contradiction if Ask were to label their-selves in the ad for it would give the impression that they want everyone to use their site now. In comparison, it would be like a giant PSA campaign to encourage people try different things, but then hinting that your product/service is the best alternative. Plus, that is the intention of the ad, to tell people to try more sites when searching for information. This is why Ask lists several search engines on their mentioned website information-revolution.org, giving people an option to check multiple sources.
If you check out this site, you'll notice a "revolutionary" tone to the pages. You will also find the Ask logo at the bottom of the page, revealing who is behind the message. The company is asking people to join the movement and describes that the freedom of information is an important right to possess, and nothing should limit that. Though there is still criticism from skeptical people who argue Ask should not intervene, the site legitimizes Ask and shows that they truly are concerned in this issue, rather than wanting people to use their site.
Both bad and good, this guerrilla campaign has sparked quite the commotion among several people and groups. The advertising will soon extend to other outlets including print, radio, TV, and billboard. The messages have started debates on many blogs and through several public. Despite the backlash, I feel Ask needs to stick with with their campaign and support something that is going unnoticed among many.
The freedom of information lies mainly within the hands of the people. Especially when concerning the Internet, I feel people need to take more responsibility with their information obtained and how they source their gatherings. I feel Ask has done a great job in informing people on the issue, and should continue educating people through the power of WOM and guerilla advertising.
To read more on the topic, start with CNET's News.com post.
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