Isobar and Yahoo! Sports elevated the idea of conversations in social media by creating a forum on Facebook where sports fans could settle arguments about a variety of topics. Yahoo! Sports wanted to boost its fan base on Facebook. Banner ads promoting the app ran through select communities and blog networks supporting the campaign. Fans turned their arguments into cases - more than 1,000. People promoted their point of view on Facebook, as votes got tallied from 16,000 monthly active users in 20 countries. Grudge Judge has become the second most …

In an interesting use of social media to display Dolby's strengths, this campaign demonstrates, rather than tells consumers about the power of sound. Adam West of Batman fame signed on to host a one-hour live event, the "Dolby Update Theater," to demonstrate how Dolby makes any media experience - including Facebook - more intensely entertaining. Every member of Dolby's Facebook community had their Facebook status update submitted for consideration. The best were read in a live event on the Dolby Update Theater Facebook tab. Banner ads promoting the event ran across …

Sometimes having a generic Web site name isn't enough to increase search engine referral traffic through non-branded keywords, especially when the entire site is built in Flash. The site provides a list of local bakeries by occasion, characters and themes. So, DecoPac redesigned an optimized site using related keywords to connect with cake lovers. It increased overall SEO search engine traffic by 109 percent. The site experienced a 143.7 percent uptick in overall traffic from Google, 144.7 percent in non-brand related search engine traffic, and a 645.3 percent increase in total …

Facing challenges to maintain traffic growth for its online editorial news sites, Optify helped tampabay.com increase organic search rankings by 22 percent, reaching more than 4 million monthly visitors. In some key areas of the site, digital revenue rose as much as 35 percent, compared with the previous year. Keyword tools in Optify's suite enabled the St. Petersburg Times to create specific terms and map them to keywords and Web site pages sharing similar topics such as health, sports or local events. The news site identified well- and poor-performing markets, allowing …

Nikon realized significant benefits using SEO at a rate more effective than buying expensive ads on Google and Bing where CPCs in this market segment can run as high as $2.40 per keyword. The campaign integrated keyword research, content optimization, restructuring the Web site using best practices focusing on valuable keywords, and improving navigation to other relevant content on the Nikon USA site. It succeeded in capturing top Google organic rankings at a rate 26 times higher than Nikon's primary competitor. Nikon displaced their primary competitor on Google for 36 percent …

It takes time before some new products catch the attention of consumers. For Volkswagen's launch of the 2012 Passat and Beetle models around the Super Bowl, it took multiple listings in paid search and Facebook campaigns to drive traffic, as well as targeting long-tail competitive brand terms; expansion of distribution of TV spots; football-related site placements like espn.com; and retargeting YouTube VW viewers across the Google Display Network. Web search result impressions for VW during and after the Super Bowl rose by more than 1, 232 percent, compared with the prior …

Gap can tie a 136 percent jump in revenue to automating search engine marketing campaigns, integrating processes with its management system to get the most from bids, and building a system that will enable the company to instantly scale up campaigns as needed. With help from iProspect and Marin Software's tools, automation created 74 percent more product level ad groups, compared with the same period during the previous year, driving up return on ad spend (ROAS) by an estimated 83 percent. The strategy improved speed to market for new products, increased …

Branding Lenovo to reflect its acquisition of IBM personal computers wasn't easy for Covario, but the search agency used paid search on Google, Bing, Yahoo and other engines, as well as advertisements on Google TV Ads to target 18- to 34-year-olds in the U.S., UK and Germany. The results drove up share of impressions by 500 percent, and share of clicks by 55 percent. Visitors to Lenovo Web sites rose 79 percent, with nearly 95 percent of them landing on the page for the first time. Nearly 75 percent came to …

A branded YouTube channel turned into an interactive experience to promote the theatrical release of Dreamworks Animation's Kung Fu Panda 2. Side videos featuring Jack Black came to life as Black asked viewers to drag videos and other page elements inside the main video where Black's adorable animated character, Po, skadooshed (think karate chopped) each item. In addition, more than 30 Easter eggs are hidden inside the branded channel, featuring behind-the-scenes clips of Black. Hint: Look for fortune cookies.

To promote the Season 4 premiere of HBO's True Blood, PHD created a rich-media campaign where multiple videos could be watched without disrupting the viewer's overall site experience. Read: The video stayed put and remained the same size. Changing from clip to clip was seamless: Each clip was assigned a true color to match specific series' characters and viewer favorites. When a specific color was selected, the entire site changed to the same color. Viewers for the season premiere grew 6 percent, up from last year's 3 percent growth.