Web search company Ask.com has secretly launched a guerrilla marketing campaign in the United Kingdom in an effort to boost its profile in a land dominated by Google users. Posters with a hand holding a megaphone and urging people to "Stop the Online Information Monopoly" recently began appearing in London underground trains and stations. See a photo on Valleywag, which first reported on the ads.
Ask's name is not on the posters, but the company plans to reveal that it is behind the ads by disclosing that on the Web site listed on the posters on Wednesday night, says Ask Chief Executive Jim Lanzone.
The marketing campaign was born out of Ask's frustration with Google's dominance (75 percent market share) in the U.K., according to Lanzone. Through surveys "we've found that 62 percent of U.K. users give little to no thought to which search engine they use. It's been hard to break through in that market," he said. "So, we're raising the issue in a tongue-and-cheek fashion. We want people to explore new options. We're certainly not saying Google has done anything wrong in the process."
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Gotta Love Guerrilla Marketing....how can you not?
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