• PROMO Magazine, Thursday, June 15, 2006 1 PM

Yahoo came up with a brainy idea to promote its new question and answer service. The company created a giant purple replica of a brain and fashioned it into a two-story terrarium atop the Hard Rock Café in New York's Times Square. The gimmick is part of Yahoo's "Ask the Planet" campaign promoting Yahoo Answers, an online community where consumers ask and answer questions on any topic. The purple "brain" is large enough to accommodate 22 "brainiacs" who work inside answering questions from Yahoo Answers users around the world. "We wanted to do this Yahoo Answers push because this is part of a business strategy to combine knowledge of people with a traditional Web search engine," said Patrick Cane, vice president-marketing, Yahoo Search. Over the course of the event, celebrities such as mind/body medicine specialist Dr. Deepak Chopra and nationally syndicated political columnist Arianna Huffington will make special appearances. The promotion runs through June 15.

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