Sunday, March 18, 2007

Bom Chicka Wah Wah

There's a Lynx ad running on UK TV with the catch phrase "Bom Chicka Wah Wah". A guy introduces his sexy girlfriend to his parents. His father visits the loo and accidentally squirts himself with some of his son's Lynx. As a result the girlfriend rips the father's clothes off. This is a reason to buy Lynx.

The catch phrase "Bom Chicka Wah Wah" is uttered by the foxy girlfriend. I've preferred other Lynx ads but the special thing about this ad is that it creates a keyphrase. Bom Chicka Wah Wah would score about 50% in the phone test. If you have to spell a domain name or keyphrase out down the phone then the domain/phrase fails the phone test. Bom Chicka Wah Wah is pleasant on the ear but it doesn't translate so easily into a search term as, for example, "quote me happy" did.

Bartle Bogle Hegarty (BBH) do the TV advert and, I think, the Flash website staring Kelly Brook, so I'm going to assume that they do the search too. BBH get some things right - they spell out "Bom Chicka Wah Wah" at the end of the TV advert so we can see how to spell it.

There's also a paid search campaign which not only picks up [Bom Chicka Wah Wah] but [Bom Chicka] too. Don't search and click (that's mean) you can find the flash site at Lynx Players.


Of course, it would be better if the site had organic rankings for the phrase too. That would have been easy enough to do. Lynx Players, being in Flash, will always struggle organically.

The analytics geek in me also hopes that the URL ?ref=index.php is there to allow deep linking into the Flash movie and not for the tracking. If you've visiting the site from this blog then you're not coming from index.php at all and that's exactly why tracking by URL is so prone to corruption.

Next time, hopefully, Lynx will have an organically search safe page in place to catch any of the traffic that [bom chicka wah wah] might create for them - and save themselves the PPC costs.

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